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An analysis of us and Hong Kong print advertising of self-image projective products

Listed author(s):
  • Victoria Ann Seitz


    (California State University, San Bernardino, 5500 University Parkway, San Bernardino, CA 92407)

  • Nabil Razzouk


    (California State University, San Bernardino, 5500 University Parkway, San Bernardino, CA 92407)

  • Olesia Lupu


    (Alexandru Ioan Cuza University Iasi, Romania)

  • Ka Man Carman Chu

    (California State University, San Bernardino, 5500 University Parkway, San Bernardino, CA 92407)

Registered author(s):

    Given the static condition of the global economy marketers are cutting advertising budgets commensurate with dismal sales. It is a longstanding belief that utilizing a standardized advertising approach not only controls good ideas and provides for a consistent image but it also has the benefit of controlling expenses through economies of scale. With this in mind, the purpose of the study was to determine the degree of standardization or lack thereof in advertising strategies in the cosmetics and fragrances advertising industries in the United States and Hong Kong. The findings of this study sug-gest that there is a high level of standardization in the advertising for perfumes because Hong Kong belonged to the British for a long time and individuals’ needs and desires for love and acceptance are the same irrespective of geography. On the other hand, only a moderate form of standardization was noted in the advertising for cosmetics. This may be attributed to the fact that different beauty concepts are held among different regions. Implications of the findings are also noted.

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    Article provided by Alexandru Ioan Cuza University, Faculty of Economics and Business Administration in its journal Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi.

    Volume (Year): 56 (2009)
    Issue (Month): (November)
    Pages: 331-342

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    Handle: RePEc:aic:journl:y:2009:v:56:p:331-342
    Contact details of provider: Postal:
    Universitatea Al. I. Cuza; B-dul Carol I nr. 22; Iasi

    Phone: 004 0232 201070
    Fax: 004 0232 217000
    Web page:

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    1. Hite, Robert E. & Fraser, Cynthia, 1990. "Configuration and coordination of global advertising," Journal of Business Research, Elsevier, vol. 21(4), pages 335-344, December.
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