John Sutherland
University of Florida
7 Papers
56 Citations
John Sutherland is an academic researcher from University of Florida. The author has contributed to research in topics: Marketing management & Return on marketing investment. The author has an hindex of 5, co-authored 7 publications.
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Papers
A Meta-Analysis of Studies on the Determinants of Standardization and Localization of International Marketing and Advertising Strategies
TL;DR: The authors performed a systematic quantitative meta-analysis of international marketing/advertising research with regard to standardization versus localization or similar versus dissimilar marketing approach across national markets and found that there was little or no support for localization approaches with target market, market position, environmental factors, and information ad appeals.
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A MODEL OF MARKETING INFORMATION FLOW : What Creatives Obtain and Want to Know from Clients
TL;DR: In this paper, the authors identify five major failure points that prevent critical marketing information from reaching creative staffers, including the lack of significant differences among creatives at different levels within agencies for how often information is provided imparted evidence that internal agency communication, or agency politi...
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Olympic Athletes and Heroism in Advertising: Gendered Concepts of Valor?
TL;DR: The authors analyzed television advertisements aired during NBC's telecast of the 2000 NBC Summer Olympics and found that male and female athletes were equally portrayed as Warriors and prepared for and doing battle successfully, respectively.
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Why Marketers Should Be More Transparent with the Ad Agencies They Hire: Media Planners Say Their Relationships with Clients Suffer from Gaps in Marketers' Information
Jun Heo,John Sutherland +1 more
TL;DR: In this paper, the authors surveyed media planners across the United States to find out why the agency-client relationship is like a marriage: without nurturing, it falls apart, and they found that the relationship has a shorter life span than it used to.
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The Ku Klux Klan, Conservative Politics and Religion: Taking Extremism to the Political Mainstream
TL;DR: The authors explored the relationship between political orientation and fundamental Christian beliefs and agreement with the values of a white extremist group, as presented by the United White Knights on their website, and found that as levels of conservatism and Christian orthodoxy increase, the more likely a person is to be in agreement with a group's values/beliefs.
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