02683nam 2200673 a 450 991096869780332120240509121014.097838366199503836619954(CKB)2670000000052806(EBL)594522(OCoLC)679417404(SSID)ssj0000656183(PQKBManifestationID)12249243(PQKBTitleCode)TC0000656183(PQKBWorkID)10632177(PQKB)10448036(SSID)ssj0000824427(PQKBManifestationID)11445178(PQKBTitleCode)TC0000824427(PQKBWorkID)10791856(PQKB)10854494(MiAaPQ)EBC594522(WaSeSS)Ind00048538(Au-PeEL)EBL594522(CaPaEBR)ebr10487844(Perlego)1748477(EXLCZ)99267000000005280620110831d2009 uy 0engur|n|---|||||txtccrGlobal advertising in a cultural context /Mirjana Milenkovic1st ed.Hamburg Diplomica Verlag20091 online resource (66 p.)Title from cover.9783836669955 3836669951 Includes bibliographical references.Global Advertising in a Cultural Context; TABLE OF CONTENTS; LIST OF FIGURES AND TABLES; 1 Objectives and Structure of this Book; 2 The Concept of Culture; 3 Global Advertising; 4 Overcoming Cultural Differences; 5 Conclusion; BibliographyThe 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 herAdvertisingCultureMass media and cultureAdvertising.Culture.Mass media and culture.302.23068Milenković Mirjana1806849MiAaPQMiAaPQMiAaPQBOOK9910968697803321Global advertising in a cultural context4356251UNINA