Studying influences on media content beyond processes and effects analyzing media content patterns of media content influences on content from individual media workers influence of media routines organizational influences on content influences on content from outside of media organizations the influence of ideology linking influences on content to the effects of content building a theory of news content.

Mediating the Message: Theories of Influences on Mass Media Content

This article reviews the literature regarding the effect of country of origin on buyer evaluations of products. The issue is important for countries (especially resource-poor, developing countries) that need to increase manufactured exports and for firms that source products in countries different from where sold. Marketing inferences are drawn, and implications for future research are developed.

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Country-of-origin effects on product evaluations

Two aspects of international marketing strategy standardization are process and program standardization. A framework for determining marketing program standardization is introduced. Factors affecti...

https://www.jstor.org/stable/pdfplus/1251525.pdf

Standardization of International Marketing Strategy: Some Research Hypotheses:

The authors address a key controversy in the marketing literature about the suitability of global standardization. An empirical investigation of the differences between firms that emphasize global ...

https://www.jstor.org/stable/pdfplus/1252038.pdf

The influence of global marketing standardization on performance

This paper introduces a new construct—advertising value—a representation of the perceived value of advertising to consumers. A conceptual model is proposed and tested via a mall intercept survey. A portion of the model focusing on how informativeness and entertainment influence advertising value is then examined in an experimental study. The results from both tests strongly support the validity of the proposed relationships. Potential implications and applications of the construct as well as hypothesized relationships with other variables are also discussed.

How Consumers Assess the Value of Advertising

The last chapter, "Patterns of Marketing Progress," is one of the best in the text. It delves into the field of market structure and the power struggle in agricultural marketing. This chapter presents several of the summary views and recommendations made by the National Commission on Food Marketing. A few case examples of court decisions dealing with market performance would add to this discussion.

Advertising; its role in modern marketing

Effect of National Identity on Multinational Promotional Strategy in Europe

Most leading international advertisers, agencies and research firms take a pragmatic approach to the problem of transferring successful U.S. advertising campaigns to foreign markets, with the final...

The Case Study Approach in Cross-Cultural Research

A fifteen years of disappearing trade barriers, internationalizing of consumer tastes, and general praise for such supranational organizations as the European Economic Community, there are signs that Western European countries are reemphasizing their national identities. For example, France has chosen to deal separately with oil-exporting countries and has avoided joining other countries in buyers' cartels. Prominent Britishers of both major parties have during 1974 and 1975 urged withdrawal from the EEC. At the same time Scotland, looking forward to the fruits of North Sea oil exploration, talks of breaking away from the United Kingdom. Such traditionally thorny issues as agricultural support policies, currency exchange levels, and labeling of wine have in recent years caused even more friction than in the past. Recent economic problems in each country have tended to accentuate nationalistic tendencies. One major problem confronting multinational marketers is whether a reorientation in politics and culture will lead to a reorientation in consumer tastes. Will the European consumer increase her preference for products made in her own country and catered specifically to her national tastes? To what extent will appeals to national identity become more effective than those that emphasize foreign origin? Evidence that there may be a reemphasis on national identity in consumer tastes in Europe comes from marketing as well as from politics.

Effect of National Identity on Multinational Promotional Strategy in Europe: To what extent will multinational marketers in Europe have to reemphasize national characteristics in their promotional campaigns?

This study tests in a controlled laboratory environment some basic factors that may influence the successful or unsuccessful transfer of advertising campaigns from one country to another.

S. Watson Dunn

Papers

Advertising; its role in modern marketing

Effect of National Identity on Multinational Promotional Strategy in Europe

The Case Study Approach in Cross-Cultural Research

Effect of National Identity on Multinational Promotional Strategy in Europe: To what extent will multinational marketers in Europe have to reemphasize national characteristics in their promotional campaigns?

Relative Effectiveness of Advertisements of Foreign and Domestic Origin