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This study examines the mixed-media strategy of advertising online and publicizing the web location in magazine advertisements. It also analyzes the extent of integration between websites and print advertisements in [...]

The controversy over the use of standardized advertising campaigns has not been settled. Very little research has examined the role of American and non-American subsidiaries in designing and implementing campaigns [...]

A study was conducted to investigate the influence of culture on advertising. Specifically, international advertising strategies used by American companies and the perception of advertising executives of the importance of culture in international advertising were examined. International advertising managers from 118 of the largest consumer durable manufacturing firms in the US were asked to answer questionnaires. Results indicate that most American firms are guided by the localized approach in international advertising, meaning that the cultural uniqueness of different consumer segments is considered. Advertising approaches vary with advertising managers' attitudes toward sensitive cultural issues.