According to recent consumer research, which of the following is true of combining global and local marketing strategies?
A) Consumers in different countries of the world are exposed to roughly the same level of advertising.
B) Consumers worldwide focus more on the aesthetic qualities of advertising than on the product-related claims made.
C) Creating a general consensus of meaning across various cultures can be achieved using strong visual images whose fundamental message is highly apparent.
D) In developing advertising for international markets, localizing language to blend with the local culture is considered to be the least important component of advertising customization.
E) The most effective way to reach international markets for all types of products is by using a uniform advertising theme.
Answer: B
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Marketing Chapter 13
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