Marketing Communications

FURTHER READING 239

Review questions

1. What are the various stages in advertising campaign development?


2. Is creativity in advertising important?


3. What are the necessary elements in a creative brief?


4. What are the most frequently used execution strategies for rational appeals and why are
   they supposed to be effective?


5. What are the advantages and disadvantages of comparative advertising?


6. Are humorous advertising appeals effective? What about erotic ones?


7. To what extent are fear appeals effective advertising techniques?


8. On the basis of what criteria would you select a celebrity?


9. What are the components of culture and how can they influence international advertising?


10. According to Hofstede, on the basis of which dimensions can culture be distinguished,
    and what is their impact on cross-cultural advertising?

Further reading

Belch, M. and Belch, G. (2008), Introduction to Advertising and Promotion: An Integrated

Marketing Communications Perspective , 6th edition. New York: McGraw-Hill.

De Mooij, M. (2005), Global Marketing and Advertising: Understanding Cultural Paradoxes ,

2nd edition. Th ousands Oaks, CA: Sage.

Hofstede, G. and Hofstede, G.J. (2004), Cultures and Organizations: Soft ware for the Mind ,

2nd edition. New York: McGraw-Hill Professional.

Mueller, B. (2004), Dynamics of International Advertising. New York: Peter Lang.

O’Guinn, T., Allen, C.T. and Semenik, R.J. (2008), Advertising and Integrated Brand Promotion ,

4th edition. Mason, OH: Th omson/South-Western.

International Journal of Advertising , http://www.internationaljournalofadvertising.com/.

International Marketing Review , http://info.emeraldinsight.com/products/journals/journals.

htm?id=IMR.

Journal of Advertising , http://ja.memphis.edu/.

Journal of Advertising Research , http://www.marketingpower.com/Community/ARC/Pages/

Research/Journals/Other/JournalofAdvertisingResearch.aspx.

Journal of International Marketing , http://www.journalofi nternationalmarketing.com/.

Journal of Marketing Communications , http://www.tandf.co.uk/journals/titles/13527266.asp.

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