Standardized International Advertising: Some Research Issues and Implications - Anecdotal evidence is abundant but too superficial to confirm the effectiveness (or ineffectiveness) of standardized international advertising. This article discusses the research issues and suggests how to employ a scientific framework to gather the empirical data to settle a three-decade-old debate
| Year of publication: |
1999
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| Authors: | Onkvisit, Sak ; Shaw, John J. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 39.1999, 6, p. 19-24
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