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

Victoria Ann Seitz (), Nabil Razzouk (), Olesia Lupu () and Ka Man Carman Chu
Additional contact information
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

Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi - Stiinte Economice (1954-2015), 2009, vol. 56, 331-342

Abstract: 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.

Keywords: print advertising; standardization; beauty industry (search for similar items in EconPapers)
Date: 2009
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://anale.feaa.uaic.ro/anale/resurse/27_M08_Seitz.pdf (application/pdf)
http://anale.feaa.uaic.ro/anale/en/Arhiva%202009%20Seitz/283 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aic:journl:y:2009:v:56:p:331-342

Access Statistics for this article

More articles in Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi - Stiinte Economice (1954-2015) from Alexandru Ioan Cuza University, Faculty of Economics and Business Administration Contact information at EDIRC.
Bibliographic data for series maintained by Sireteanu Napoleon-Alexandru ().