"What makes global advertising work?"(Marketing): An article from: Chief Executive (U.S.)

This digital document is an article from Chief Executive (U.S.), published by Chief Executive Publishing on June 1, 1996. The length of the article is 2012 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Multinational companies are divided over the issue of the potential effectiveness of global advertising. There are companies that are convinced that a unified advertising campaign is doomed to fail based on their bad experiences with poor translations, unanticipated cultural differences, regional competition and corporate politics. There are also a number of firms that believe that the benefits, economies and consistencies offered by a global campaign are too attractive to pass up. The experience of The Chivas and Glenlivet Group proves that global advertising can work when all the right elements are present. Conceived by advertising agency TBWA, the Chivas campaign revolves around the simple statement 'You either have it ... or you don't.' Its simplicity, flexibility, visual nature and lack of lifestyle symbols allow it to be used for different markets around the world.

Citation Details
Title: "What makes global advertising work?"(Marketing)
Author: James S. Espey
Publication:Chief Executive (U.S.) (Magazine/Journal)
Date: June 1, 1996
Publisher: Chief Executive Publishing
Issue: n114 Page: p28(6)

Distributed by Thomson Gale