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THE USE OF PRODUCT PLACEMENTS IN INTERNATIONAL COMMUNICATIONS: A CROSS-CULTURAL STUDY OF CONSUMER RESPONSE IN EUROPE AND LATIN AMERICA
- 언어ENG
- URLhttps://db.koreascholar.com/Article/Detail/271001
4,300원
초록
This study of Product Placements examines cross-cultural differences in the UK, Germany and Mexico using an online survey of 338 respondents. Although product placement can still be used as a standardised global marketing strategy significant cultural differences were found, Marketers must therefore pay attention to such differences for international product placement decisions.
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