More than 2,000 Korean and US television commercials were analysedto determine how soon, how long and how many times the brand, companyname and product are presented. These variables represent importantdecisions that must be made by those who create television commercials.Significant differences between US and Korean television advertisingwere found. Cultural differences are identified that 1 suggestreasons for differences in television advertising between countries and2 provide guidance for international advertising managers whosupervise creative personnel doing advertising in Korea and the US.
International Marketing Review – Emerald Publishing
Published: Apr 1, 1992