Advertising communication in Australia: A comparison of information used by Australian, Japanese and U.S. firms

Abstract

This paper examines the information content of print advertisements for high involvement products in Australia, by Australian, Japanese and U.S. firms. Paired comparisons between firms found that the information in Japanese firms, Australian advertising is relatively more similar to information in Australian firms' advertising than is the information in U.S. firms' Australian advertising. Comparisons between the results of this study and previous works found that the information used in Australian advertising by both Japanese and U.S. firms differed from advertising within the two respective home markets. This may support the view that there is some localization of information taking place.

Citation

Hughes, C.J. and Polonsky, M.J. (2002), "Advertising communication in Australia: A comparison of information used by Australian, Japanese and U.S. firms", Taylor, C.R. (Ed.) New Directions in International Advertising Research (Advances in International Marketing, Vol. 12), Emerald Group Publishing Limited, Leeds, pp. 263-280. https://doi.org/10.1016/S1474-7979(02)12030-8