By Charles R. Taylor, Doo-Hee Lee

For the previous 20 years, the Advances in overseas advertising sequence has made distinctive contributions to the sector of foreign advertising via unique and high quality essays that deal with a variety of foreign advertising themes. either theoretical and empirical contributions are integrated. whereas a few individuals specialise in managerial matters in overseas advertising, others take a public coverage or a comparative viewpoint. equally, whereas a few authors may possibly confine their analyses to well-established strategies or methodologies in overseas advertising, others be able to include new and cutting edge views. The contributions featured within the Advances in overseas advertising are usually longer than the common magazine article and will contain principles, analyses, or options thought of too radical via different refereed journals. person volumes within the sequence have frequently featured papers chosen from the once a year conferences of the CIMaR (Consortium for foreign advertising and marketing Research). All submissions submitted for ebook endure a double-blind assessment process.Professor S. Tamer Cavusgil, Fuller E. Callaway Professorial Chair and Director of the Institute of overseas enterprise at Georgia kingdom collage, used to be the founding Editor-in-Chief of the Advances in overseas advertising.

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Extra resources for Cross-Cultural Buyer Behavior, Volume 18

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Zamaniyan notes that Americans want advertising because they expect to be informed by any medium that is feasible and easy to understand. In addition to providing disease education, the American public expects drug manufacturers to inform them of the drug discovery process and the availability of treatment alternatives to achieve positive health outcomes and support longevity (Med Ad News, 2005). Regardless, a major area of concern relates to the information quality of such messages as well as the potential for consumer confusion.

S. S. market and are still in their infancy in Europe. , prior to 1992, prescription drug advertising faced tight constraints regarding how information was to be presented. S. Food and Drug Administration (FDA), lifted their constraints on advertising pharmaceuticals to consumers. Advertising spending in the category increased from a mere $46 million to over $162 million within just a year (Miller, 1994). In 1997, the FDA further relaxed the rules related to the promotion of pharmaceutical products.

Tables 9 and 10 present the results of correlation analyses carried out for the different variables. Results presented in Tables 9 and 10 indicate moderate negative correlations between skepticism toward advertising for pharmaceutical products and health self-monitoring. This is only applicable to the German data subset, lending some support for Hypothesis 5; however, no significant correlations were found between health self-consciousness and skepticism toward advertising for pharmaceutical products.

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