Abstract:
I shall begin by examining the psychological problems which have to be faced by those considering world advertising themes, and review the research that has been done on cultural differences in personality and motivation. This review of academic research on unis problem will, I fear, at first appear to present a rather hopeless outlook. But it is not my intention to attack the idea of international themes as such. My aim is not to present a case either for or against international themes. My intention is to show that the markets for products which have international potentials should be widely and thoroughly researched, and that before an advertising theme is spread across the globe, there should be intra-national motivation research planned and co-ordinated by committees representative of the best research brains in the countries for which a theme is being sought.
This could also be of interest:
Research Papers
Attitude research and international advertising themes
Catalogue: ESOMAR/WAPOR Congress 1959
Author: John A. Downing
 
June 15, 1959
Research Papers
Creativity and accountability in international advertising research
Catalogue: Seminar 1988: International Marketing Reserarch
Author: Lorenz C. Andersen
 
June 15, 1988
Research Papers
Attitude and motivation research in exporting
Catalogue: Seminar 1970: Attitude And Motivation Research
Author: Henk L. Bos
 
February 1, 1970
