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Authordc.contributor.authorGriffin, Tom 
Authordc.contributor.authorMc Arthur, David es_CL
Authordc.contributor.authorYamaki, Toshio es_CL
Authordc.contributor.authorHidalgo Campos, Pedro es_CL
Admission datedc.date.accessioned2007-05-09T19:01:47Z
Available datedc.date.available2007-05-09T19:01:47Z
Publication datedc.date.issued2004-12-20es_CL
Identifierdc.identifier.urihttps://repositorio.uchile.cl/handle/2250/127250
General notedc.descriptionEste Documento es producto del trabajo de Académicos del Departamento de Administraciónes_CL
Abstractdc.description.abstractThis study attempts to shed light on selected aspects of advertising management in three countries ­ Chile, Japan, and the United States ­ as perceived by practitioners. Prior research indicated a dearth of comparative work on this subject. Specific topics addressed include approving advertising, planning media, measuring effectiveness, and budgeting. The criteria used to evaluate each of the four topics revealed significant differences in advertising management thought even though, directionally, findings were frequently similar. While the principles of advertising management may be universal, cultural, organisational, and quantitative (versus qualitative) emphasis were deemed to be factors accounting for differences in the practice among the three countries.es_CL
Lenguagedc.language.isoenes_CL
dc.relation.ispartofdc.relation.ispartofPublicación Extranjeraes_CL
Keywordsdc.subjectAdministración Generales_CL
Area Temáticadc.subject.otherPublicidades_CL
Títulodc.titleThe A,B,Cs of advertising management: perceptions and practices of managers in Chile, Japan & the United Stateses_CL
Document typedc.typeArtículo de revista


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