Please use this identifier to cite or link to this item:
https://ptsldigital.ukm.my/jspui/handle/123456789/773012| Title: | International advertising: the search for the universal appeal |
| Authors: | Alan J.Greco |
| Editors: | William Lazer Eric H. Shaw Chow-Hou Wee |
| Conference Name: | International Conference Series Volume IV 1989 |
| Keywords: | Global standardization Advertising appeals |
| Conference Date: | 1989-07-16 |
| Conference Location: | National University of Singapore, Singapore |
| 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 . |
| ISBN: | 0-939783-01-0 |
| Pages: | 71-76 |
| Call Number: | HF5411.B52 1989 katsem |
| Publisher: | Academy of Marketing Science |
| URI: | https://ptsldigital.ukm.my/jspui/handle/123456789/773012 |
| Appears in Collections: | Seminar Papers/ Proceedings / Kertas Kerja Seminar/ Prosiding |
Files in This Item:
There are no files associated with this item.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.