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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 |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hamburg :
Diplomica Verlag,
2009.
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Milenković, Mirjana. | |
| 245 | 1 | 0 | |a Global advertising in a cultural context / |c Mirjana Milenkovic. |
| 260 | |a Hamburg : |b Diplomica Verlag, |c 2009. | ||
| 300 | |a 1 online resource (ii, 61 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 500 | |a Cover title. | ||
| 504 | |a Includes bibliographical references. | ||
| 588 | 0 | |a Print version record. | |
| 505 | 0 | |a Global Advertising in a Cultural Context; TABLE OF CONTENTS; LIST OF FIGURES AND TABLES; 1 Objectives and Structure of this Book; 2 The Concept of Culture; 3 Global Advertising; 4 Overcoming Cultural Differences; 5 Conclusion; Bibliography. | |
| 520 | |a 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. | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Advertising. | |
| 650 | 0 | |a Culture. | |
| 650 | 0 | |a Mass media and culture. | |
| 650 | 6 | |a Médias et culture. | |
| 650 | 7 | |a PSYCHOLOGY |x Social Psychology. |2 bisacsh | |
| 650 | 7 | |a Advertising |2 fast | |
| 650 | 7 | |a Culture |2 fast | |
| 650 | 7 | |a Mass media and culture |2 fast | |
| 776 | 0 | 8 | |i Print version: |a Milenkovic, Mirjana. |t Global Advertising in a Cultural Context. |d : Diplomica Verlag, ©2009 |z 9783836669955 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=594522 |z Texto completo |
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