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The influence of culture on American and British advertising: an exploratory comparison of beer advertising
- Source :
- Journal of Advertising Research. May-June, 1996, Vol. 36 Issue 3, p79, 10 p.
- Publication Year :
- 1996
-
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 [...]
- 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
Subjects
Details
- Language :
- English
- ISSN :
- 00218499
- Volume :
- 36
- Issue :
- 3
- Database :
- Gale General OneFile
- Journal :
- Journal of Advertising Research
- Publication Type :
- Periodical
- Accession number :
- edsgcl.18764041