Purpose – This study aims to explore advertising strategies by US corporations selling consumer services overseas. Attention is extended to determining the type of standardized advertising (pattern vs prototype) that US headquarters tend to use in international campaigns, identifying major...

Looks at the globalization of communications in New Zealand, in the compelling and e‐volutionary global marketplace. Explores the impact of environmental issues on marketing communications. Managers must reach out to and communicate with customers, consumers, and publics ‐‐ who impact...