Why is Global Advertising still the Exception, not the Rule?

The author explains why truly global advertising is relatively limited and will be for some time. It shares some research findings to offer insight into which success factors are genuinely 'international'.

Globalisation

Why is Global Advertsing Still the Exception, Not the Rule?

Jon Wilkins Ipos-ASI

Globalisation is a driving force in many walks of life, and the trend continues to accelerate: advertising follows the theme.

One reason for this is economy...