Local Management of Global Advertising Campaigns: Identifying Different Attitude Profiles Among Brazilian Professionals

This paper seeks to exploit the opinions, beliefs and attitudes of professionals engaging in the decisions to execute, manage and produce advertising campaigns as regards the issue of globalization versus localization of the strategies of international advertisers. An exploratory research conducted with 197 respondents, marketing communications professionals who work at clients and Brazilian advertising agencies. The results show no significant differences between them. Even though, using cluster analysis it was possible to identify three clusters among respondents: local defenders, global enthusiasts and “glocal” pragmatics. A large group of respondents (glocal pragmatics), suggests greater efficiency whenever local adaptation is combined with the execution of global strategies.



Citation:

Josmar Andrade and Jose Afonso Mazzon (2008) ,"Local Management of Global Advertising Campaigns: Identifying Different Attitude Profiles Among Brazilian Professionals", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 230-231.

Authors

Josmar Andrade, MsC in Business Administration and PhD Student in Marketing at FEA-USP, Brazil. Professor at Faculdades Integradas Rio Branco.
Jose Afonso Mazzon, PhD in Business Administration – Marketing and Associate Professor at FEA-USP, Brazil.



Volume

LA - Latin American Advances in Consumer Research Volume 2 | 2008



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