1. Television Advertising
According to Bradley & Sousa (2005) higher degree of adaptation is encouraged when the manager perceives great differences, in the economic environment and life styles between the home and foreign country. ... Countries differ widely in the availability, quality, coverage, audience, and cost of advertising media (Root, 1994). ... If television advertisements are used as a message channel and it is standardized across countries only with language adaptation, there is a risk that the value added by the extra dimensions will partly be lost because of the lack of lip synchronization. ... (Furnell,...
- Word Count: 759
- Approx Pages: 3
- Grade Level: Undergraduate