International Advertising

John Philip Jones entered academe in 1981 after a 25-year career in advertising with J. Walter Thompson in Europe, is a tenured Professor in the Newhouse School at Syracuse University, and was Chairman of the Advertising Department for seven years. He has published ten books on advertising and numerous journal articles, and his work has been translated into German, Spanish, Japanese, Korean, Chinese, Portuguese, Turkish and Arabic. In 1991, John Philip Jones was named by the American Advertising Federation as the Distinguished Advertising Educator of the Year. In the same year he became a member of the Council of Judges of the Advertising Hall of Fame. In 1994, he was elected a member of the National Advertising Review Board. In 1996, he received a major award from Cowles Business Media and the American Association of Advertising Agencies for leadership in the media field. There were two prize winners, the other being NBC Sports. He received the Telmar Award in 1997, for extending the concept of Short-Term Advertising Strength (STAS) from television to print media. In 2001, he received the Syracuse University Chancellor's Citation for Exceptional Academic Achievement.

Introduction - John Philip Jones The Vicissitudes of International Advertising PART ONE: THE REALITIES OF INTERNATIONAL ADVERTISING International Advertising Developments - Ashish Banerjee International Advertising - Roderick White How Far Can It Fly? Alice in Disneyland - Jeremy Bullmore A Creative View of International Advertising Brand and Consumer Values in Global Marketing - Harold F Clark Jr Mapping Cultural Values for Global Marketing and Advertising - Marieke de Mooij Women as an Advertising Target - Rena Bartos An International Overview Media May Be Global - But Is Youth? - Rosemary Ford and Adam Phillips PART TWO: AN INTERNATIONAL CIRCUMNAVIGATION Rational Arguments and Emotional Envelopes - John Philip Jones American and British Advertising Compared The Power of Advertising, Myths and Realities - Thorolf Helgesen Evidence from Norway Print Advertising - and How an American Creative Man Learned to Operate in an International Environment - Jonathan Brand The Emergence of Advertising in Russia - Ludmilla Gricenko Wells Australia - Paul Gaskin A Western or Eastern Advertising Market? The Emperor's New Clothes - Jill Powell A View from Australia on the Creative Process Japan - John Philip Jones The Advertising Agency Scene The Asian Pacific Tigers - Michael Ewing Is India an Asian Tiger? - John Philip Jones China - Hong Cheng Advertising Yesterday and Today PART THREE: AN INTERNATIONAL PERSPECTIVE ON MEASUREMENT AND EVALUATION How Single-Source Research First Developed - Colin McDonald Short-Term Advertising Strength (STAS) - Thorolf Helgesen and Morten Micalsen New Empirical Evidence from Norway The Effectiveness of Television Advertising in France - Laurent Battais and Laurent Spitzer Test Marketing - and Some Notes on Iceland, a Totally Isolated Marketing Environment - David Wheeler Modelling the Marketing Process - Roger M Brookin Innovation from Japan Media Synergy - Rolf Speetzen Evidence from Germany What Do We Know of Mixed Media Effects? - Adrian Weser More Evidence from Germany Advertising Likability - Erik Du Plessis A View from South Africa Pioneer Work on Advertising Evaluation - Chris Baker The Institute of Practitioners in Advertising (IPA) Advertising Effectiveness Awards