ULUSLARARASI REKLAMCILIĞI ULUSAL REKLAMCILIKTAN AYIRAN FAKTÖRLER

Yıl 1997, , 99 - 102, 15.06.1997

Mert Uydacı

https://doi.org/10.14783/maruoneri.682208

Öz

International advertisers face many complexities not encountered by domestic advertisers. The most basic issue concerns the degree to which global advertising should be adapted to the unique characteristics of various country markets. Cotnpanies vary in the degree to they adapt their advertising to local markets. In this article the differences behveen international advertising and national advertising have beeıt studied far the adaptation without trouble.

Anahtar Kelimeler

Uluslararası reklamcılık, Ulusal reklamcılık, Karşılaştırmalı inceleme

Kaynakça

• [1) LEVITT Theodore, "Globalizations OfMarkets", Global Marketing Prespectives, Edit By Jagdish Shethve Abdolreza Eshghi, South-VVestem Publishing Co., IstEdition, 1989
• [2) DUNN S.Watson BARTON M.Amold KRUGMAN M.Dean REÎD N.Leonard, Advertising, The Dryden Press, 7th Edition, 1990
• |3| KKEGAN J.Warren,Global Marketing Management, Prentice Hail, 4th Edition, 1989
• [4] COTEORA R.Philip,International Marketing, Irwin Inc., 6th Edition, 1987
• [5] RUSSELL Thoınas Ronald W., Kleppner's Advertising Prodecure, Prentice Hail, 4th Edition, 1993
• [6] KOTLER P ARMSTRONG G„ Marketing An Lntroduction, Prentice Hail International, 3rd Edition, 1993.