Global Reach and Local Touch: Achieving Cultural Fitness in TV Advertising
研究识别影响电视广告的文化和市场因素，构建全球模型指导广告创意策略、信息量和风格的选择，以适配23个国家的文化环境。
Economic and technological forces continue to move the world closer to a single marketplace with an increasing demand for universal brand names, multilingual packaging, and uniform advertising across nations. There is a growing need on the part of global marketers to communicate effectively with people from a wide variety of cultures. Although the conventional wisdom suggests that transnational advertising must be sensitive to local conditions, there are no available guidelines to assist the practitioner in discriminating between advertising which is culturally fit and that which is not.International advertisers have to continually face a number of crucial questions: What kind of advertising might work best in each culture or market environment? What are the most important aspects of a local market that should be considered for preparing optimum advertising for that market? What kind of advertising should be avoided in each situation? Why do advertising messages look the way they do in the United States and in other countries? What product categories might be advertised similarly in different markets?In an effort to explore the above questions, this study will identify a set of cultural and market-related factors that are likely to shape television advertising messages. Based upon these factors, the study will develop a global model that provides specific directions for selecting advertising creative strategies, levels of informativeness and styles that are most likely to fit cultures and market environments in 23 countries around the world.