- Subject index
In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.
Chapter 6: Mapping Cultural Values for Global Marketing and Advertising
Mapping Cultural Values for Global Marketing and Advertising
The Influence of Culture on Global Marketing and Advertising
Globalization and modernization have led international companies to think that marketing, branding, and advertising strategies should be standardized. The argument is that with the globalization of markets, information, and communication, people's wants, needs, and motives will become so similar that this will justify targeting uniform brands and advertising campaigns to
NOTE: This chapter is adapted from a paper that appeared in the published proceedings of the 50th Annual Congress of ESOMAR, September 1997, Edinburgh, Scotland. Copyright © ESOMAR® 1999. Permission for using this material has been granted by ESOMAR® (European Society for Opinion and Marketing Research), Amsterdam, The Netherlands. For further information ...