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101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aGlobal advertising in a cultural context$b[electronic resource] /$fMirjana Milenkovic
210   $aHamburg $cDiplomica Verlag$d2009
215   $a1 online resource (66 p.)
300   $aTitle from cover.
311   $a3-8366-6995-1 
320   $aIncludes bibliographical references.
327   $aGlobal 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; Bibliography
330   $aThe 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
606   $aAdvertising
606   $aCulture
606   $aMass media and culture
608   $aElectronic books.
615  0$aAdvertising.
615  0$aCulture.
615  0$aMass media and culture.
676   $a302.23068
700   $aMilenkovic?$b Mirjana$0917892
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910459506603321
996   $aGlobal advertising in a cultural context$92058168
997   $aUNINA