Product Description

John Philip Jones has edited a comprehensive handbook of the theory and practice of international advertising. The subject in not treated in isolation, but rather linked to overall trends in business globalization. An authoritative cast of chapter authors, representing academics and professionals from ten different countries, examine all aspects of international advertising, from broad concepts and issues to developments in specific countries and cutting-edge techniques developed outside of the United States.

Product Details

• Amazon Sales Rank: #1510263 in Books
• Published on: 1999-10-22
• Original language: English
• Number of items: 1
• Binding: Paperback
• 424 pages

About the Author

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.

Customer Reviews

How global is advertising?
A very interesting book, written by many authors that have lots of experience in different fields/countries. It all comes down to the questions "how global or local shall we advertise?", "what are the success factors for global advertising?" and "how global are our consumers?". There is no black and white, but the book gives tons of examples, hints and suggestions about the different levels of grey, how they can lead to success or failure. Overall I can recommend the book, although it will not give you the simple answer you are looking for, simply because there is no simple answer.