The Influence of Culture in Creative Strategy and Execution of International Advertising: A Content Analysis Approach
Since the advent of globalisation, advertisers are faced with a dilemma regarding whether to standardise or localise their advertising strategy. Both strategies present advantages and disadvantages, and the decision is strongly influenced by culture. This paper examines the impact of culture on inte...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Online Access: | View Fulltext in Publisher |