International advertising: the search for the universal appeal

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DC Field	Value	Language
dc.contributor.author	Alan J.Greco	-
dc.contributor.editor	William Lazer	-
dc.contributor.editor	Eric H. Shaw	-
dc.contributor.editor	Chow-Hou Wee	-
dc.date.accessioned	2024-02-22T02:27:56Z	-
dc.date.available	2024-02-22T02:27:56Z	-
dc.identifier.isbn	0-939783-01-0	en_US
dc.identifier.uri	https://ptsldigital.ukm.my/jspui/handle/123456789/773012	-
dc.description.abstract	Global standardization of advertising has been a topic of debate for over two decades. One of the problems surrounding research in this area is inconsistent definitions of what standardized advertising is ,This paper offers a definition of standardized advertising based on the issues of strategic advertising appeals and tactical executions. Examples of both standardized and non standardized campaigns are included . As well, factors affecting the use of standardized campaigns are identified .	en_US
dc.language.iso	en	en_US
dc.publisher	Academy of Marketing Science	en_US
dc.subject	Global standardization	en_US
dc.subject	Advertising appeals	en_US
dc.title	International advertising: the search for the universal appeal	en_US
dc.type	Seminar Papers	en_US
dc.format.pages	71-76	en_US
dc.identifier.callno	HF5411.B52 1989 katsem	en_US
dc.contributor.conferencename	International Conference Series Volume IV 1989	-
dc.coverage.conferencelocation	National University of Singapore, Singapore	-
dc.date.conferencedate	1989-07-16	-
Appears in Collections:	Seminar Papers/ Proceedings / Kertas Kerja Seminar/ Prosiding

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