search query: @author Peebles, D. M. / total: 2
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| Author: | Peebles, D. M. |
| Title: | Don't write off global advertising. |
| Journal: | International Marketing Review
1989 : VOL. 6:1, p. 73-78 |
| Index terms: | ADVERTISING INTERNATIONAL MARKETING |
| Language: | eng |
| Abstract: | Review of the globalised perspective of international advertising, related to the standardisation of advertising. A definition of "globalism". Brand image and strategy. Consumer choice. Failure of global advertising campaigns and role of advertising agencies. A worldwide uniform brand image. Sale of tyres and food products. American breakfast cereal in Brazil. Nestle promotion on satellite TV. Gillette trade name standardisation. |
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