search query: @indexterm GLOBAL MARKETING / total: 132
reference: 5 / 132
| Author: | Shivkumar, H. |
| Title: | How to develop global ad campaigns |
| Journal: | Admap
2005 : VOL. 40:7, p. 29-31 |
| Index terms: | Advertising Brands Global marketing Local planning |
| Language: | eng |
| Abstract: | The article proposes a solution to the challenge of balancing global themes with local nuance in advertising: Bottom-up development that identifies local ads that can travel and tap into a more universal theme, and top-down alternative where the challenge is to tap into the unconscious cultural sensibility of various markets from the universal view. It should be also considered to use both approaches simultaneously in creative development. |
SCIMA