Clow, Kenneth E.; Baack, Donald
March 2005
Concise Encyclopedia of Advertising;2005, p3
Reference Entry
The article presents an encyclopedia entry for adaptation. It refers to the marketing strategy of companies that wanted to expand sales to other countries. This happens when the products and marketing messages of a company are adapted to fit individual countries. The advertising messages are different in every country.


Related Articles

  • Packaging must keep promises made to buyers. Meyers, Herbert M. // Marketing News;07/06/98, Vol. 32 Issue 14, p11 

    Presents information about the importance of honest packaging in marketing a product. Remarks on the purpose of packaging which focuses on to make the product as attractive as possible; Comments on the tendency of marketers to go overboard in presenting a product; Examples of products in which...

  • Free TV, but nothing new.  // Choice;Jun2009, p6 

    The article offers information on the importance of Freeview to broadcasting companies in Australia. The term refers to the advertising campaign made by broadcasters aimed at promoting digital free-to-air television (TV). Critics believed that the Freeview logo which is placed on a product is a...

  • Steps to behavioral targeting. Zawadzki, Joe // B to B;7/19/2004, Vol. 89 Issue 8, p11 

    The online medium has often relied on broad strokes with a dull knife to optimize campaigns. Without behavioral targeting, companies constantly battle low accuracy rates and ROI for campaigns. It's critical to assign values to various events that can be tracked. While offline marketers generally...

  • Xtra PROMO.  // Promo;Jul2006, Vol. 19 Issue 8, p7 

    Excerpts from articles featured in the electronic newsletter of the periodical are presented including one on the Latin Grammy Awards' search for corporate sponsors, appearance of the Cover Girl brand Lipslicks in a young adult novel to be published in September 2006, and introduction of an...

  • Riskier business. Hemsley, Steve // Promotions & Incentives;Apr2008, p19 

    The article discusses the risks accompanying the efforts of brands to create more creative and innovative sales promotions for their products in Great Britain. It highlights five promotion scenarios and their risks, which include free gifts at the point of purchase when buying a certain product,...

  • Pimm's to exploit 'hot' summer.  // Precision Marketing;5/4/2007, Vol. 19 Issue 13, p2 

    The article reports on an advertising campaign launched by Diageo PLC to push sales of its Pimm's brand. This campaign aims to exploit long-range weather forecasts of a hot summer. It is scheduled from May until the end of August 2007 and will include television, press and digital advertising....

  • Relative Effectiveness of Advertisements of Foreign and Domestic Origin. Schleifer, Stephen; Dunn, S. Watson // Journal of Marketing Research (JMR);Aug1968, Vol. 5 Issue 3, p296 

    This study tests in a controlled laboratory environment some basic factors that may influence the successful or unsuccessful transfer of advertising campaigns from one country to another.

  • Effect of National Identity on Multinational Promotional Strategy in Europe. Dunn, S. Watson // Journal of Marketing;Oct1976, Vol. 40 Issue 4, p50 

    The article reports on studies dealing with the transfer of marketing strategy to determine the effect of national identity on multinational promotional strategy in Europe. The author focuses on analyzing data collected on a series of failed marketing campaigns initiated by corporations in the...

  • White Wings wants a bigger slice of baking. Ryan, Rosemary // B&T Weekly;5/7/2004, Vol. 54 Issue 2470, p4 

    Reports on the campaign of Meadow Lea Australia for its White Wings brand as part of a major revitalization strategy for the brand. Relaunch of the brand; Significance of this relaunch for the company's move to grot its share of the home baking market; Aims of the campaign according to the...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics