It may not be wrong, but is it right? A review of responses to global advertising

The globalization versus localization of advertising debate continues. However, because of the increasing trend for marketers to globalize their ads, the focus of recent papers has become how to best standardize ads, instead of whether to standardize.

It May Not Be Wrong, But Is It Right?

A review of responses to global advertising

Georgia PhillipsAdd+Impact International, Australia

Ilan LechterResearch Services International, Colombia.

INTRODUCTION

The issue of advertising globalization versus localization...