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Author Milenković, Mirjana.

Title Global advertising in a cultural context / Mirjana Milenkovic
Published Hamburg : Diplomica Verlag, 2009
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Description 1 online resource (ii, 61 pages)
Contents 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
Summary 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
Notes Cover title
Bibliography Includes bibliographical references
Notes Print version record
Subject Advertising.
Culture.
Mass media and culture.
Form Electronic book
ISBN 3836619954 (electronic bk.)
9783836619950 (electronic bk.)