search query: @author Mummalaneni, V. / total: 3
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| Author: | Neelankavil, J. Mummalaneni, V. Sessions, D. |
| Title: | Use of foreign language and models in print advertisements in East Asian countries: a logit modelling approach |
| Journal: | European Journal of Marketing
1995 : VOL. 29:4, p. 24-38 |
| Index terms: | MARKETING CULTURE ADVERTISING |
| Language: | eng |
| Abstract: | The need for cultural sensitivity in global marketing is recognized widely. Using content analysis of 543 advertisements from four Asian countries , determines the marketing factors which lead to the use of two advertising strategies that might be perceived as culturally insensitive. Indicates that a substantial number of advertisements employ western models as well as foreign languages. |
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