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- Title
Standardized Global Advertising, a Call As Yet Unanswered.
- Authors
Ryans Jr., John K.; Donnelly Jr., James H.
- Abstract
A number of advertising spokesmen have strongly recommended a truly "international" approach to advertising for firms operating outside the United States. This article describes how U.S. international advertising managers value this approach and how extensively they have employed it in their companies' advertising.
- Subjects
ADVERTISING campaigns; ADVERTISING; GLOBALIZATION; ADVERTISING executives; ADVERTISING media planning; INTERNATIONAL markets; GLOBAL advertising; INTERNATIONAL advertising; INTERNATIONAL trade; MARKETING strategy; BUSINESS planning; MANAGEMENT
- Publication
Journal of Marketing, 1969, Vol 33, Issue 2, p57
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224296903300212