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...