search query: @author Jeong, J. / total: 4
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| Author: | Jeong, J. Tharp, M. Choi, H. |
| Title: | Exploring the missing point of view in international advertising management: local managers in global advertising agencies |
| Journal: | International Journal of Advertising
2002 : VOL. 21:3, p. 293-322 |
| Index terms: | ADVERTISING ADVERTISING EFFECTIVENESS MANAGEMENT ADVERTISING AGENCIES |
| Language: | eng |
| Abstract: | In the decades-long debates about whether standardized or adapted strategies are better for global brands, and whether centralized or decentralized international communications planning is more effective, little attention has been given to the perspective of local managers in the subsidiaries of global agencies. This paper reports on the experiences and opinions of account managers and creative directors in Korean subsidiaries, with regard to the international advertising policies of their agencies and clients. The authors find less centralization than prior research has reported and yet more negative experiences with standardized global advertising. Creativity is a key consideration for the Korean managers, especially for products, be they consumer or industrial that have universal demand. |
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