search query: @author Hite, R. E. / total: 12
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| Author: | Hite, R. E. Fraser, C. |
| Title: | International advertising strategies of multinational corporations. |
| Journal: | Journal of Advertising Research
1988 : AUG-SEP, VOL. 28:4, p. 9-17 |
| Index terms: | ADVERTISING INTERNATIONAL MARKETING STRATEGY MULTINATIONAL COMPANIES |
| Language: | eng |
| Abstract: | The international advertising strategies of a sample of successful U.S. multinational corporations are examined to identify the main determinants of the transferability of advertising, and the demographic variables which are systematically related to attitudes regarding international standardization. The benefits of standardization are cost savings and the maintenance of a consistent image.A firm with a well-know brand name is more likely to be successful using greater level of standardization. |
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