Global Advertising in a Cultural Context - Softcover

Milenkovic, Mirjana

Softcover

ISBN 10: 3836669951 ISBN 13: 9783836669955

Verlag: Diplomica Verlag, 2009

Über diesen Titel

Reseña del editor:

The globalization and saturation of local markets lead to increased international activities of companies. In this context marketers are forced to advertise globally and to decide between standardization and differentiation of their advertisements, i.e. to either use one single idea all over the world or to make adaptations for local preferences. Besides knowing the pros and cons of these approaches, it is essential that advertisers are familiar with different cultures. Otherwise the advertisement runs the risk of being misunderstood or in the worst case to offend cultural fundamentals. In her book Mirjana Milenkovic examines the specifics of different national cultures and their implications for global advertising. Describing the various local restrictions and obstacles international advertisers have to deal with, the challenge of global advertising becomes clear. The perception of advertising is greatly influenced by the respective culture and its members' understanding of reality. On the basis of Hofstede's Five Dimensions, cultures and their characteristics are described. The reader learns about the behavior in different cultures and how cultural backgrounds impact buying decisions. With numerous practical illustrations Global Advertising in a Cultural Context gives an insight into the specifics of worldwide advertising and the challenge of both approaches in strategy and execution in front of the cultural background. This book gives recommendations for successful global advertising on the basis of six different advertising approaches and their suitability to overcome cultural differences.

Biografía del autor:

Mirjana Milenkovic, Diplomarbeit, BWL-Studium an der TU Bergakademie Freiberg in Freiberg. Abschluss 2008 als Diplom-Kauffrau.

Über diese Auflage

• Verlag: Diplomica Verlag
• Erscheinungsdatum: 2009
• ISBN 10: 3836669951
• ISBN 13: 9783836669955
• Einband: Tapa blanda
• Anzahl der Seiten: 68