Friday, June 02, 2006

Bibliography #10

Kloss, Ingomar. "More Advertising Worldwide." 2002.

It is not primarily the more theoretical question of standardization or differentiation which dominates the advertising strategy (at least for consumer goods) but the very practical necessity of adapting to the respective specific advertising conditions of each country. A standardized global, even multinational advertising campaign has to be considered the exception, rather than the rule.

International advertising is more a question of effectiveness and not efficiency. The more ad advertising campaign matches the local needs, local infrastructure, local regulations and local habits the more likely is its acceptance.

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