Publication: Global advertising issues: Theory, strategy, and challenges
| dc.contributor.author | Uysal, Neslihan | |
| dc.contributor.institution | Uysal, Neslihan, Advertising Department, Bahçeşehir Üniversitesi, Istanbul, Turkey | |
| dc.date.accessioned | 2025-10-05T14:50:54Z | |
| dc.date.issued | 2024 | |
| dc.description.abstract | Global advertising is one of the most controversial issues among practitioners and scholars over the last 50 years. Multinational companies launch advertising campaigns across nations and effectively communicate with people in today's global market. Multinational companies choose to apply global advertising, adaptation, or moderate strategies. Universal advertising appeals have been in inquiry, and companies that believe buyers can be persuaded by global advertising strategy have applied the strategy. The study aims to analyze global advertising theory, effective global advertising strategy, the challenges of global advertising, the advantages of global advertising, and other global advertising concepts and determine common essential factors affecting the advertising strategy decision-making process. © 2024 Elsevier B.V., All rights reserved. | |
| dc.identifier.endpage | 59 | |
| dc.identifier.isbn | 9783631900949 | |
| dc.identifier.isbn | 9783631900956 | |
| dc.identifier.scopus | 2-s2.0-85188224485 | |
| dc.identifier.startpage | 45 | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14719/7339 | |
| dc.language.iso | en | |
| dc.publisher | Peter Lang Publishing Group | |
| dc.subject.authorkeywords | Advertising Localization Or Adaptation | |
| dc.subject.authorkeywords | Advertising Standardization | |
| dc.subject.authorkeywords | Brand Communication | |
| dc.subject.authorkeywords | Effective Advertising | |
| dc.subject.authorkeywords | Global Advertising | |
| dc.subject.authorkeywords | Multinational Companies | |
| dc.title | Global advertising issues: Theory, strategy, and challenges | |
| dc.type | Book Chapter | |
| dcterms.references | An, Daechun, Advertising visuals in global brands' local websites: A six-country comparison, International Journal of Advertising, 26, 3, pp. 303-332, (2007), International Journal of Scientific and Research Publications, (2015), Bluemelhuber, Christian, Extending the view of brand alliance effects: An integrative examination of the role of country of origin, International Marketing Review, 24, 4, pp. 427-443, (2007), Harvard Business Review, (1968), Doley, Parthajit, Network Centrality Measure as an Indicator for Standardized Advertising Strategy in Economically Similar Countries, Global Business Review, 21, 6, pp. 1406-1426, (2020), Columbia Journal of World Business, (1977), Columbia Journal of World Business, (1987), Journal of Marketing, (1976), Green, Robert T., The effectiveness of standardized global advertising, Journal of Advertising, 4, 3, pp. 25-29, (1975), Understanding Cultural Differences, (1990) | |
| dspace.entity.type | Publication | |
| local.indexed.at | Scopus | |
| person.identifier.scopus-author-id | 58947315500 |