Global advertising

In this edition of ‘Best Practice’, Roderick White looks at the theory and practice of global branding and global communications.

Global Advertising

Roderick White

Global businesses market global brands. The logic behind global brands indicates that brand communications should also be globalised, and that should include advertising. Global advertising is claimed to provide benefits of economy, control and consistency, and to enable the brand owner to leverage (rare) creative brilliance across the world (3, 6).Ever since Theodore Levitt proclaimed the marketing imperative of ...
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