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The global-local paradox in international advertising. Can marketing really be international?

Name: The global-local paradox in international advertising. Can marketing really be international?
Price: 18.95 EUR
Availability: InStock
Author: Christina Liessem
ISBN: 978-3-656-85242-1

Essay, 2011

19 Pages, Grade: 74%

Christina Liessem (Author)

Excerpt

Content

1. Introduction

2. The standardization versus adaptation debate in advertising

3. Standardization versus adaptation - the contingency approach
3.1 Familiarity with the brand
3.2 Type of product
3.3 Advertising form
3.4 Consumers

4. Case examples
4.1 Standardized approach: Dr. Oetker frozen pizza
4.2 Adapted approach: Jägermeister
4.3 Mixed strategy: Audi & Mercedes

5. Conclusion

6. References

7. Appendix

Excerpt out of 19 pages

Details

Title: The global-local paradox in international advertising. Can marketing really be international?
College: Queen Mary University of London (Business School)
Course: International Marketing Communications
Grade: 74%
Author: Christina Liessem (Author)
Year: 2011
Pages: 19
Catalog Number: V283946
ISBN (eBook): 9783656852414
ISBN (Book): 9783656852421
File size: 476 KB
Language: English
Keywords: Marketing, International Marketing, localisation

Quote paper: Christina Liessem (Author), 2011, The global-local paradox in international advertising. Can marketing really be international?, Munich, GRIN Verlag, https://www.grin.com/document/283946

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