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1. The influence of culture on American and British advertising: an exploratory comparison of beer advertising

Author

Caillat, Zahna and Mueller, Barbara

Subjects
Civilization -- Research, Communication -- Research, Television advertising -- International aspects -- Research, Advertising -- Research -- United Kingdom, Culture -- Research, Beer -- Advertising -- Research, Communication and culture -- Research, Advertising, marketing and public relations, Business, Advertising, International aspects, Research
Abstract

AN EXPLORATORY COMPARISON OF BEER ADVERTISING One of the most important strategic decisions an international advertiser must make when designing advertising campaigns destined for foreign countries is whether to standardize [...]

Published
1996

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