Global advertising: multi-national vs. international pros and cons
Article Abstract:
Standard ad campaigns will lead to greater marketing breakthroughs on an international basis. The market system on a global basis will center on these functions: retailing, competition, industrial purchasing, and consumption. With excess variables, it is plain that each variable can be different for each nation and affect advertising decisions. One theory on the nature of consumption holds that human nature, and consequently consumers as a group, is the same, regardless of nationality.
Publication Name: International Advertiser
Subject: Business, international
ISSN: 0885-3363
Year: 1986
User Contributions:
Comment about this article or add new information about this topic:
Middle East campaigns must be built around print media
Article Abstract:
The Middle East market is complicated to the American entrepreneur, as the culture of the Arab people is vastly different from U.S. demographic data, literacy rates, and per capita income represent major areas of concern for advertising agencies planning to introduce a new campaign for the Middle East market. A big decision is whether to use just pan-Arab or national media, or to opt for some measure of mix.
Publication Name: International Advertiser
Subject: Business, international
ISSN: 0885-3363
Year: 1986
User Contributions:
Comment about this article or add new information about this topic: