Should advertising strategies for international brands be global or multinational?
Abstract:
Phase II is an extension of this study, providing further insight to the issue of global v. multinational strategies, via new quantitative and qualitative data, plus case histories, gathered in countries that have been newly added to the international ADVANTAGE/ACT network. In Phase II, MSW and its international affiliates have increased and expanded utilization of the ADVANTAGE/ACT methodology. Now, advertisers are testing with this system in more than 24 countries. Thus, the ADVANTAGE/ACT international data bank has been appreciably expanded and enhanced. In addition, new measurements have been added to the standard test, including measures of Audio/Visual Brand Bonding, Involvement with Message and Executional Elements, and the multi-factor IMAGEMAP analysis.
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