Abstract:

It would seem that traditional methods of advertising research have hardly yet tried to evaluate this problem. Either companies have judged communication needs from market research. A typical source has been cross-country surveys like that of the Reader's Digest. Or they have used pieces of advertising research which have tended to emphasise cultural difficulties to be overcome. In fact research has probably served more to accentuate the differences than to build upon common features. It is hard to quote a campaign which has been built in a truly international way by finding common factors and using them. Possibly this is because the planning starts in one country, often the U.S.A. , and tries to involve others.