|
| volgende >> |
Tijdschrift beschrijving
Alle jaargangen van het bijbehorende tijdschrift
Alle afleveringen van het bijbehorende jaargang
Alle artikelen van de bijbehorende aflevering
Details van artikel 1 van 59 gevonden artikelen
| Titel: |
A Comparison of Associational and Claimless-Informational Advertising in Russia |
| Auteur: |
Wells, Ludmilla Gricenko Auken, Stuart Van |
| Verschenen in: |
Journal of East-West business |
| Paginering: | Jaargang 12 (2006) nr. 1 pagina's 29-48 |
| Jaar: |
2006-06-27 |
| Inhoud: |
This study investigates the efficacy of cross-class associational advertising in Russia. This proven Western approach seems to be particularly appropriate as it involves a heavily unfamiliar brand, which serves to lessen counter-arguing. However, this study denotes a Russian culture characterized by a mistrust and skepticism of advertising and a suspicion of the claims of unfamiliar brands. A comparison of claimbased associational advertising with claimless-informational advertising confirms the inappropriateness of the Western approach. The study thus suggests that informational advertising that furthers the creation of brand knowledge and awareness may be a useful precursor to associational advertising for an unfamiliar brand. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 1 van 59 gevonden artikelen
| volgende >> |