By Ralf Terlutter, Sandra Diehl, Shintaro Okazaki
The objective of the booklet is to improve extra systematic study within the fields of ads and communique shape a world viewpoint. well known conversation researchers from worldwide have contributed to the making of this e-book.
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Extra resources for Advances in Advertising Research, Volume 1: Cutting Edge International Research
1999, p. 79). Indeed, well over half of the GCCP ads surveyed employed the soft-sell approach. GCCP is contrasted with local consumer culture positioning (LCCP), which associates the brand with the local consumer culture. This strategy resonates with some consumer segments because they more readily identify with local attitudes, values and lifestyles. Acknowledging that we are in the relatively early stages of global consumer culture diffusion, Alden et al. (1999) proposed that LCCP—which reflects local values—is currently still used more frequently than GCCP.
Some firms responded that this regionalisation may be effective for initial awareness building for a new brand. That is, a common approach can be adopted in the Eastern markets for the stimulation and development of consumer brand attitudes. Media effectiveness and availability are important issues in Hungary, as well as in Central Europe. Most markets are still dominated by television, for multiple reasons. First, TV is the most efficient tool for introducing major consumer brands, because of its reach.
93-107. Givon, M. (1984): Variety Seeking Through Brand Switching. In: Marketing Science, 3 (1). 1-22. Grande, I. (2005): Dimensions in Scales for Measuring Exploratory Tendencies and Stimulation Levels in Consumers. A Cross-Cultural Comparison of the USA and Spain. In: Journal of Consumer Behavior, 4 (5). 363-373. , Maheswaran, D. (1998): The Effects of Extensions on Brand Name Dilution and Enhancement. In: Journal of Marketing Research, 35 (November): 464473. Hebb, D. O. S. (Conceptual Nervous System).
Advances in Advertising Research, Volume 1: Cutting Edge International Research by Ralf Terlutter, Sandra Diehl, Shintaro Okazaki