The Dangers in Hidden Assumptions - To Understand the message, You Need to Understand the Assumption

This paper discusses the assumptions implicit in much advertising used in Western European countries and how these are not always appropriate to what are often new markets in Central and Eastern Europe.

The Dangers in Hidden Assumptions - To Understand the Message, You Need to Understand the Assumption

Mary Short The Research Business International, UK

INTRODUCTION

With advertising for many international brands there is a constant pull between the desire to globalise and standardise across countries as far as possible, given the cost savings that this brings, and the need to accommodate regional variations and tailor advertising to individual markets. A compromise position may well be adopted, dividing the world into territories, thus one campaign may be run in Europe, another in the USA and a third in the Far East....

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