A content analysis of prime time Russian television commercials examined advertising strategies employed in that country. The analysis examined appeals and information content employed by both Russian and foreign advertisers. Results indicate that foreign advertisers influence and are influenced by the Russian culture.
CITATION STYLE
Yuzhakova, I., Belch, M. A., & Belch, G. E. (2015). A Content Analysis of Prime Time Television Commercials Reflecting Advertising Appeals used in Russia. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 125–130). Springer Nature. https://doi.org/10.1007/978-3-319-17356-6_39
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