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Global advertising in a cultural context /
The globalization and saturation of local markets lead to increased international activities of companies. In this context marketers are forced to advertise globally and to decide between standardization and differentiation of their advertisements, i.e. to either use one single idea all over the wor...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hamburg :
Diplomica Verlag,
2009.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | The globalization and saturation of local markets lead to increased international activities of companies. In this context marketers are forced to advertise globally and to decide between standardization and differentiation of their advertisements, i.e. to either use one single idea all over the world or to make adaptations for local preferences. Besides knowing the pros and cons of these approaches, it is essential that advertisers are familiar with different cultures. Otherwise the advertisement runs the risk of being misunderstood or in the worst case to offend cultural fundamentals. In her. |
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| Notas: | Cover title. |
| Descripción Física: | 1 online resource (ii, 61 pages) |
| Bibliografía: | Includes bibliographical references. |
| ISBN: | 9783836619950 3836619954 |