Cross-cultural advertising

Article Russian OPEN
Пурчельянова, Н. Ю.;
(2011)
  • Publisher: БГУ
  • Subject: :ОБЩЕСТВЕННЫЕ НАУКИ::Экономика и экономические науки [ЭБ БГУ]
    acm: ComputingMilieux_MISCELLANEOUS

The essence of successful advertising is to convince people that a product is meant for them. By purchasing it, they will receive some benefit (lifestyle, status, convenience, etc.). However, when an advertising campaign is taken abroad different values as to what enhan... View more
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