Using Web-Based Foreign Advertisements in International Marketing Classes

Autor/in	Ryan, Jason
Titel	Using Web-Based Foreign Advertisements in International Marketing Classes
Quelle	In: Journal of Education for Business, 86 (2011) 3, S.171-177 (7 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0883-2323
Schlagwörter	Undergraduate Students; Cultural Awareness; Commercial Art; Advertising; Marketing; Foreign Countries; Internet; Cross Cultural Studies; Perspective Taking; Germany; India; Thailand; United Kingdom; United States + Suchen Sie Ihr Suchwort? Cultural identity; Kulturelle Identität; Werbung; Ausland; Cultural comparison; Kulturvergleich; Zukunftsperspektive; Deutschland; Indien; Großbritannien; USA
Abstract	The author examines the use of the Web-based foreign advertisements for enhancing the international awareness of undergraduate marketing students. An analysis compares the adaptation of advertisements for identical products to the cultural perceptions and values of consumers in different countries. In a sample of 110 international marketing students, 41% rated the analysis of foreign advertisements as "useful" and 41% "highly useful"; 71% of students observed highly significant differences between foreign and domestic advertisements, 29% perceived moderate differences. (Contains 3 tables.) (As Provided).
Anmerkungen	Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site: http://www.tandf.co.uk/journals
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10