haku: @indexterm TELEVISION RECEIVERS INDUSTRY / yhteensä: 189
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| Tekijä: | Zandpour, F. |
| Otsikko: | Global reach and local touch: achieving cultural fitness in TV advertising |
| Lehti: | Journal of Advertising Research
1994 : SEP-OCT, VOL. 34:5, p. 35-63 |
| Asiasana: | ADVERTISING TELEVISION RECEIVERS INDUSTRY USA |
| Kieli: | eng |
| Tiivistelmä: | Economic and technological forces continue to move the world closer to a single marketplace with an increasing demand for universal brand names, multilingual packaging, and uniform advertising across nations. There is a growing need on the part of global marketers to communicate effectively with people from a wide variety of cultures. Although the conventional wisdom suggests that transnational advertising must be sensitive to local conditions, there are no available guidelines to assist the practitioner in discriminating between advertising which culturally fit and that which is not. |
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