| Author: | Synodinos, N. E. Keow, C. F. Jacobs, L. W. |
| Title: | Transnational advertising practices. |
| Journal: | Journal of Advertising Research
1989 : APR-MAY, VOL. 29:2, p. 43-50 |
| Index terms: | ADVERTISING RESEARCH BRANDS COUNTRY COMPARISONS |
| Language: | eng |
| Abstract: | A study was conducted to compare a variety of advertising practices across 15 countries. A degree of commonality and some differences were found among the advertisers. The major differences were: variations in advertising-to-sales ratios, differences in the allocation of the advertising budget by media, and in the creative approaches. Most major advertisers work in a very competitive environment competing with many other brands, and having relatively small domestic market share. |
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