The Use of Humour in Television Advertising: Revisiting the USUK Comparison
Mark F. ToncarLycoming College
Introduction
Globalisation the trend towards a single, integrated and inter dependent global economy has prompted multinational companies to think of the world as one market and to examine common needs within and across societies. Cost differentials, greater connectivity (fuelled to a large extent by the internet) and emerging global consumer markets have made internationalisation easier and more profitable in recent years. A seminal article by Levitt (1983) examined the globalisation of markets and its impact on organisations' internationalisation strategy. He suggested that...