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The debate about standardized versus localized advertising strategy is a long-standing one, and fraught with human and organizational complexities that argue for the cultural uniqueness of a national market versus the desire for a unified global image. A key issue is whether the same meaning in a specific advertising message will be transferred across cultures. This study deals with cross-cultural comparisons across five European cities (Madrid, Milan, Paris, London, and Hamburg) and focuses on the perceived differences of the meaning of two words (healthy and beautiful), two beauty types (women’ faces), and two products (water and perfume). The results show that it is difficult to achieve sameness of meaning for even international products and beauty types. Suggestions for a conceptual match-up model for advertising components are made and implications are drawn for future practice and research.
We went on the tour with Pedro the tour director and David, our driver. We departed on the 15th and had been there for a week. We toured the canal high to backside. I will be honest- should you’re on the lookout for a number of nature time, this isn’t your tour. HOWEVER, we knew that getting into AND we still picked up over 80 species of birds, a lot of monkeys, etc. We toured Panama Metropolis for a day and a half, spent two days in Gamboa, 2 days on the beach after which one final day in Panama City.
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