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| Tekijä: | Kroeber-Riel, W. |
| Otsikko: | Globlisierung der Euro-Werbung |
| Lehti: | Marketing: Zeitschrift fur Forschung und Praxis
1992 : VOL. 14:4 p.261-267 |
| Asiasana: | GLOBAL MARKETING ADVERTISING EFFECTIVENESS INTERNATIONAL MARKETING |
| Kieli: | ger |
| Tiivistelmä: | In globalizing advertising, one has to globalize the central message and the verbal and visual execution of advertising. The potential of globalization depends on the cultural distance among the target groups. In this article the cultural distance is operationalized by association norms of the target groups. These norms indicate the cultural meaning of messages and products. |
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