Global advertising that sells - progressing towards the Holy Grail!

Spike Cramphorn and Georgia Phillips

This paper searches for the Holy Grail of advertising - an understanding of how advertising works locally and globally, unlocking the secrets of effective advertising to build successful brands.

Global advertising that sells – progressing towards the Holy Grail!

Spike Cramphorn and Georgia PhillipsAdd+Impact International, Australia

BACKGROUND

In the Middle Ages some people spent their whole lives in search of the Holy Grail. They believed that...

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