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Global Marketing Management, 6th Edition by Kristiaan Helsen, Masaaki Kotabe

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imagesHAPTER OVERVIEW

  1. GLOBAL ADVERTISING AND CULTURE
  2. SETTING THE GLOBAL ADVERTISING BUDGET
  3. CREATIVE STRATEGY
  4. GLOBAL MEDIA DECISIONS
  5. ADVERTISING REGULATIONS
  6. CHOOSING AN ADVERTISING AGENCY
  7. OTHER COMMUNICATION PLATFORMS
  8. GLOBALLY INTEGRATED MARKETING COMMUNICATIONS (GIMC)

To promote its Temptations range of chocolates in India, Cadbury, the British chocolate maker, put out a print ad that was timed to coincide with India's Independence Day.1 The ad showed a map of India with the words “Too good to share” printed across the state of Jammu and Kashmir. The reference to Kashmir, which is at the center of a longstanding dispute between India and Pakistan, did not please Hindu nationalists. Cadbury was forced to issue a statement apologizing for the advertisement. One of Procter & Gamble's biggest advertising blunders happened in Japan when the firm introduced its disposable diapers Pampers brand. Around that time, P&G aired a TV commercial in the United States showing an animated stork delivering Pampers diapers at home. P&G's American managers in Japan figured that this could be an excellent piece of advertising they could transplant into the Japanese market to back up the launch of Pampers. The copy was dubbed in Japanese and the Japanese package replaced the American one. Unfortunately, this ...

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