Attitude Measurement as a Strategy Determinant for Standardization of Multinational Advertising Formats

R Eugene Klippel and Robert J Boewadt
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R Eugene Klippel: University of Florida
Robert J Boewadt: University of Florida

Journal of International Business Studies, 1974, vol. 5, issue 1, 39-50

Abstract: This paper provides a brief review of the past research dealing with the feasibility of standardizing advertising on a multinational basis. It offers an analytic framework for dealing with this major problem which incorporates the use of current attitude measurement techniques available to the advertising manager.© 1974 JIBS. Journal of International Business Studies (1974) 5, 39–50

Date: 1974
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