Description
(Short description)
The volume "Perception and acceptance of international and cross-media advertising campaigns" contains the results and the managerial implications of a research project carried out at Heilbronn University in 2011 and 2012. The ultimate objective of this research project was to examine international differences and commonalities in the perception and acceptance of advertising. In particular this includes the preference towards globally or regionally characterised campaigns as well as the acceptance of deploying various advertising styles like humour, shock or erotic in the advertisement. Furthermore, the knowledge and the affinity towards selected cross-media elements were to be examined. The path to the results at hand led to a comprehensive collection of data via survey (questionnaire) and observation (eye tracking), in which 272 test persons in nine different countries (Germany, Spain, France, Great Britain, Italy, the Netherlands, Sweden, China and the USA) were surveyed and observed. The findings gathered are to assist marketing managers who are active internationally by providing them with points of reference for the optimisation of marketing communication in an international environment. In the hope of also contributing to the further development of existing theoretical approaches with the data gathered, the group of addressees also finally includes all parties from theory and practice that are interested in the subject area of international marketing communication.
(Text)
The volume "Perception and acceptance of international and cross-media advertising campaigns" contains the results and the managerial implications of a research project carried out at Heilbronn University in 2011 and 2012. The ultimate objective of this research project was to examine international differences and commonalities in the perception and acceptance of advertising. In particular this includes the preference towards globally or regionally characterised campaigns as well as the acceptance of deploying various advertising styles like humour, shock or erotic in the advertisement. Furthermore, the knowledge and the affinity towards selected cross-media elements were to be examined. The path to the results at hand led to a comprehensive collection of data via survey (questionnaire) and observation (eye tracking), in which 272 test persons in nine different countries (Germany, Spain, France, Great Britain, Italy, the Netherlands, Sweden, China and the USA) were surveyed and observed. The findings gathered are to assist marketing managers who are active internationally by providing them with points of reference for the optimisation of marketing communication in an international environment. In the hope of also contributing to the further development of existing theoretical approaches with the data gathered, the group of addressees also finally includes all parties from theory and practice that are interested in the subject area of international marketing communication.
