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 JonesThe Vicissitudes of International AdvertisingPART ONE: THE REALITIES OF INTERNATIONAL ADVERTISINGInternational Advertising Developments - Ashish BanerjeeInternational Advertising - Roderick WhiteHow Far Can It Fly?Alice in Disneyland - Jeremy BullmoreA Creative View of International AdvertisingBrand and Consumer Values in Global Marketing - Harold F Clark JrMapping Cultural Values for Global Marketing and Advertising - Marieke de MooijWomen as an Advertising Target - Rena BartosAn International OverviewMedia May Be Global - But Is Youth? - Rosemary Ford and Adam PhillipsPART TWO: AN INTERNATIONAL CIRCUMNAVIGATIONRational Arguments and Emotional Envelopes - John Philip JonesAmerican and British Advertising ComparedThe Power of Advertising, Myths and Realities - Thorolf HelgesenEvidence from NorwayPrint Advertising - and How an American Creative Man Learned to Operate in an International Environment - Jonathan BrandThe Emergence of Advertising in Russia - Ludmilla Gricenko WellsAustralia - Paul GaskinA Western or Eastern Advertising Market?The Emperor′s New Clothes - Jill PowellA View from Australia on the Creative ProcessJapan - John Philip JonesThe Advertising Agency SceneThe Asian Pacific Tigers - Michael EwingIs India an Asian Tiger? - John Philip JonesChina - Hong ChengAdvertising Yesterday and TodayPART THREE: AN INTERNATIONAL PERSPECTIVE ON MEASUREMENT AND EVALUATIONHow Single-Source Research First Developed - Colin McDonaldShort-Term Advertising Strength (STAS) - Thorolf Helgesen and Morten MicalsenNew Empirical Evidence from NorwayThe Effectiveness of Television Advertising in France - Laurent Battais and Laurent SpitzerTest Marketing - and Some Notes on Iceland, a Totally Isolated Marketing Environment - David WheelerModelling the Marketing Process - Roger M BrookinInnovation from JapanMedia Synergy - Rolf SpeetzenEvidence from GermanyWhat Do We Know of Mixed Media Effects? - Adrian WeserMore Evidence from GermanyAdvertising Likability - Erik Du PlessisA View from South AfricaPioneer Work on Advertising Evaluation - Chris BakerThe Institute of Practitioners in Advertising (IPA) Advertising Effectiveness Awards