Culture and advertising executions: A comparison of selected characteristics of Korean and U.S. television commercials.

In a study comparing Korean and US television advertising, over 2,000 commercials were analyzed to determine how soon, how long, and how many times the brand, company name, and product were presented. These variables represent important decisions that must be made by advertisers. Different languages...

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Bibliographic Details
Main Authors: Miracle, Gordon., Chang, Kyu Yeol., Taylor, Charles.
Format: Villanova Faculty Authorship
Published: 1992
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