A Comparison of U.S. and Japanese Subsidiaries�� Advertising Practices in the European Union Free Essay, Term Paper and Book Report
A Comparison of U.S. and Japanese Subsidiaries¡¦ Advertising Practices in the European Union
¡» Research purpose:
This article is about the adverting strategy practices of the U.S. and Japanese subsidiaries firms in EU in respect of Adaptation and Standardization.
¡» Benefits of Standardized Advertisement:
a) Homogeneous image of Brand image: - This is the most important motive for standardization of Advertising. U.S. firm¡¦s follow this strategy for the Uniform brand where as Japanese firm¡¦s concerned with both brand awareness and building a uniform brand image.
b) Cost savings: - Standardization strategy save the cost and make the product more competitive in price. But this is not the most significant goal of following standardization.
c) Ability to appeal to cross- market segment: - As per Lewitt¡¦s worldwide customer similarity theory, It is important to target cross-national segments.
d) Improved coordination between headquarter and subsidiaries: - It is necessary to have centralized control to make centralized decision therefore the firm have better......
Word Count: 398
Page Count: 1.5 (250 words a page / double spaced)
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