Global Reach and Local Touch: Achieving Cultural Fitness in TV Advertising

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.

Global reach and local touch: achieving cultural fitness in TV advertising

F Zandpour, Veronica Campos, Joelle Catalano, Cypress Chang, Young Dae Cho, Renee Hoobyar, Shu-Fang Jiang, Man-Chi Lin, Stan Madrid, Holly Scheideler and Susan Titus Osborn

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...

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