Estratégias de propaganda de marcas brasileiras no Mercosul

Suzana de M. Fontenelle and Iêda Lima Perera Dourado

RAE - Revista de Administração de Empresas, 1997, vol. 37, issue 1

Abstract: The purpose of this article is to identify the advertising strategies adopted in the Mercosul Region and to analyze the factors which influence the choice of a specific strategic orientation. A conceptual model is developed and tested for advertising strategies adopted by Brazilian firms with brands being advertised in Brazil, Argentina, Paraguaye Uruguay. Results suggest that, in spite of consumer differences, the standardization of advertising messages is the prevalent strategy among the participants in this study.

Date: 1997
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