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Please use this identifier to cite or link to this item: http://elib.bsu.by/handle/123456789/29050
Title: Cross-cultural advertising
Authors: Пурчельянова, Н. Ю.
Keywords: ЭБ БГУ::ОБЩЕСТВЕННЫЕ НАУКИ::Экономика и экономические науки
Issue Date: 2011
Publisher: БГУ
Citation: Сборник работ 68-й научной конференции студентов и аспирантов Белорусского государственного университета: в 3-х ч.: ч. 2. – Минск: БГУ, 2011. – С. 137-139.
Abstract: The essence of successful advertising is to convince people that a product is meant for them. By purchasing it, they will receive some benefit (lifestyle, status, convenience, etc.). However, when an advertising campaign is taken abroad different values as to what enhances status or gives convenience exist. These differences make the original advertising campaign defunct. It is therefore critical to any cross cultural advertising campaign that an understanding of a particular culture is acquired.
URI: http://elib.bsu.by/handle/123456789/29050
ISBN: 985-445-369-3
Appears in Collections:2011. Научная конференция студентов и аспирантов БГУ. Часть2.

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