Subject Index
 

Based on global consumer culture theory, this empirical investigation examines how the usage of local appeals in Japanese and American advertising content has shifted over a period of nearly three dec ...

Adopting a global look has been an important strategy for marketing in multinational and local markets. This research explored the use of two global-look strategies in Taiwanese advertising: the use o ...

Companies face a strong imperative to make their brands global. Confronted by shareholders demanding continually increasing returns, managers often look for growth in new markets abroad when their bra ...

This paper provides an analysis of Latin Americans' points of view about globalisation. It shows that Latin Americans have mixed feelings towards the process, generally focusing on three dimensions: t ...

This article challenges the conventional, centralised model for global marketing. It argues that the best ideas are likely to be produced at a local level and will stand the test of geography or cultu ...

This article is based on an address to the ANA Global Marketing Committee in New York on 27 June 2005. In it, Elliot Polak, founder and CEO of Text Appeal, responds to Martin Sorrell's article 'Why s ...

Using vernacular films that have become global successes as her examples, Hamsini Shivkumar, a planner at JWT, develops a theory for creating advertising for global brands. She argues that universal t ...

Elliot Polak, CEO of Text Appeal, argues that a better understanding of one’s global brand’s origin and values will lead to more effective global marketing. He reviews the character of US brands (conv ...

Bruno Beltrami, managing director of Publieurope the international sales division of the Mediaset Group, looks at the global/local advertising issues, and explains the 'multi-local' approach developed ...

Georgia Phillips, general manager of add+impact International, has analysed responses from 14 Asia and Asia-Pacific countries to prove the diversity and range of attitudes to advertisements across the ...

A study was undertaken to examine consumer socialisation variables among Korean and American young adults. Many studies have been undertaken that focus on American consumers and the consumer socialisa ...

The globalization versus localization of advertising debate continues. However, because of the increasing trend for marketers to globalize their ads, the focus of recent papers has become how to best ...

This paper explores the globalization of advertising debate with particular focus on Asia. It presents analyses of responses to advertising across the Asian Markets which shows how widely the response ...

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and ...

Argues that global branding in food may have a limited future. Discusses the reasons why global food branding is attractive: economies of scale, domestic saturation, competitive advantages, trade rela ...

Peter Stringham is HSBC's global marketing chief. Here, in conversation with Delwyn Swingewood, he discusses how the bank balances local and global communication requirements, the value of research, ...

The author, Johnson & Johnson, describes the trials and tribulations of multi-country advertising and explains his C3 theory (content, cost and compliance) - with lots of examples.

Eddie Stephens gives some practical advice on how to succeed as a global account director. He uses humorous insights and quotations to illustrate his arguments and reminisces on experiences in obscure ...

This article is based on Research International's 2002 R10 study of global brands which was carried out in 41 countries and 52 cities. It shows that consumers perceive three main types of global brand ...

Professor Alan Rugman refutes many of the allegations levelled at globalisation, principally by arguing that it doesn't really exist in the form that its detractors claim. In particular, he says that ...

Ed Hinde starts by saying that he does not believe in global marketing - then, as an international marketer, he goes on to outline seven principles that drive marketing in multiple geographical market ...

In this rapidly globalising world economy, cross-cultural research and knowledge about how consumers in different countries perceive television advertising is particularly relevant and important. If c ...

In the decades-long debates about whether standardised or adapted strategies are better for global brands, and whether centralised or decentralised international communications planning is more effect ...

Jonathan Lace draws on his book 'Paying for Advertising in Europe' in this wide-ranging discussion on global agreements with emphasis being placed on methods of remuneration and payment by results. H ...

Examines the issue of standardisation of advertising by multinational companies. Various factors are identified relating to the degree to which a firm does or does not adopt a standardised approach: t ...

In the past companies have adopted a range of strategies for marketing on a global or multi-country basis including:- (1) highly centralised with one product and one set of communications; (2) central ...

The author explains why truly global advertising is relatively limited and will be for some time. It shares some research findings to offer insight into which success factors are genuinely 'internati ...

The author suggests that as globalisation continues and the UK's below-the-line sector matures promotional agencies are playing a leading role in many international developments. World famous brands ...

The controversy over the use of standardized advertising campaigns has not been settled. Very little research has examined the role of American and non-American subsidiaries in designing and implement ...

Despite comprehensive discussion in the literature on standardization versus localization of international advertising, the term standardization itself still needs clarification; especially the questi ...