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Details for article 1 of 59 found articles
| Title: |
A Comparison of Associational and Claimless-Informational Advertising in Russia |
| Author: |
Wells, Ludmilla Gricenko Auken, Stuart Van |
| Appeared in: |
Journal of East-West business |
| Paging: | Volume 12 (2006) nr. 1 pages 29-48 |
| Year: |
2006-06-27 |
| Contents: |
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. |
| Publisher: |
Routledge |
| Source file: |
Elektronische Wetenschappelijke Tijdschriften |
Details for article 1 of 59 found articles
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