Abstract
For an understanding of advertising worldwide, one needs to look at patterns worldwide and at national or regional developments. This chapter analyses the worldwide advertising landscape and compares countries with respect to media and advertising styles from a cultural perspective. The first analysis of the advertising landscape worldwide is a comparison of countries with respect to total advertising expenditures, advertising expenditures per capita, and distribution of expenditures across the various media. A second analysis is of advertising expenditures by the global companies. Finally, the media and advertising styles are analysed from a cultural perspective.
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de Mooij, M. (2001). The Impact of Culture on Advertising. In: Kloss, I. (eds) Advertising Worldwide. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-56811-4_1
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DOI: https://doi.org/10.1007/978-3-642-56811-4_1
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