Multinational Advertising [electronic resource] : An Examination of Standardization and Specialization in Commercial Messages / Barbara Mueller.

The issue of whether to "standardize" or "specialize" in international advertising campaigns is important because it may help determine whether each audience should be addressed separately or whether advertising agencies should attempt to address the collective global consumer. P...

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Bibliographic Details

Online Access:	Full Text (via ERIC)
Main Author:	Mueller, Barbara
Format:	Electronic eBook
Language:	English
Published:	[S.l.] : Distributed by ERIC Clearinghouse, 1988.
Subjects:	Advertising. Content Analysis. Cultural Context. Foreign Countries. Media Research. Television Commercials.