The A, B, CS of advertising management: perceptions and practices of management in Chile, Japan and the United States

1998. International Journal of Advertising. Vol. 17, Nº 2, Pp 169-188

Toshio Yamaki , Pedro Hidalgo C, David McArthur , Tom Griffin

Abstract:

Compares selected aspects of advertising management in three countries: Chile, Japan and USA, as perceived by practitioners. Prior research indicated a lack of work on this subject. Specific topics include approving advertising, planning media, measuring effectiveness, budgeting. The criteria used to evaluate each of these 4 topics revealed significant differences in advertising management thought even though, directionally, findings were often similar. Cultural, organisational and quantitative (versus qualitative) emphasis were thought to account for differences in practice between the three countries, even though the principles of advertising management may be universal.

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