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STANDARDISED ADVERTISING FOR THE SINGLE EUROPEAN MARKET AN EXPLORATORY STUDY

STANDARDISED ADVERTISING FOR THE SINGLE EUROPEAN MARKET AN EXPLORATORY STUDY The debate on whether international advertising can, or should, bestandardised has a long history, particularly in the Americanliterature. The Single European Market after 1992 implies an opportunityfor standardisation so far unparalleled. The subject of study is theEuropean policies for television advertising of four multinationalcorporations of different nationalities through interviews with theadvertising agency account executives for each company in Greece. Thefindings suggest that the issue of standardisation is of littleimportance in itself and that the aim of all companies is the mosteffective campaign for each local market. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Business Review Emerald Publishing

STANDARDISED ADVERTISING FOR THE SINGLE EUROPEAN MARKET AN EXPLORATORY STUDY

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0955-534X
DOI
10.1108/EUM0000000001880
Publisher site
See Article on Publisher Site

Abstract

The debate on whether international advertising can, or should, bestandardised has a long history, particularly in the Americanliterature. The Single European Market after 1992 implies an opportunityfor standardisation so far unparalleled. The subject of study is theEuropean policies for television advertising of four multinationalcorporations of different nationalities through interviews with theadvertising agency account executives for each company in Greece. Thefindings suggest that the issue of standardisation is of littleimportance in itself and that the aim of all companies is the mosteffective campaign for each local market.

Journal

European Business ReviewEmerald Publishing

Published: Mar 1, 1991

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