Super Bowl Versus Olympics: Discerning the Marketing Differences (with Charles J. Skuba)
Japan Today, January 2014
Although the Super Bowl does reach viewers around the world, Olympic advertisers will be communicating with a much broader audience from diverse cultures who will bring with them a different set of interests and emotions. To persuade such a multicultural audience, advertising will need to seek commonalities of the mind and heart.
Global advertising agencies have the expertise to create messages that work across borders and avoid the danger of leaving broad groups of viewers bewildered or, worse, offended. We offer five ...
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