“global” advertising campaign can be built. Examines the role of marketing research in this process. In order to determine how … identified. However, running a global advertising campaign is expensive for the organisation. Pre‐testing in international … discussion in the paper covers the pre‐testing of a global advertising campaign, in particular the appropriateness of qualitative …

vigorous advertising. Advertising content and regulation in this influential, conservative Middle East country is discussed … advertising should be compatible with religious standards. In addition, advertising should be sensitive to other cultural norms …

Some thoughts on the standardisation of advertising in global markets are offered. These support a globalised … perspective in international advertising.  …

advertise internationally, although advertising is an important determinant of foreign sales, even if that advertising in non …

advertising styles between the two countries. UK advertisements continue to rely on humour or straightforward information, where … their French counterparts rely on a dreamlike advertising style. These differences appear to be rooted in the individual … national cultures and would seem to preclude the possibility of standardised cross‐cultural advertising for the majority of …