Far away? Global Media Perception and Consumer Style
Dr. Nicole Lehnert, Dr. Anita Petersen & Sven Slodowy
Abstract
Everything is globalised: markets, companies - thus communication has to follow. To support multi-national companies across the globe, Deutsche Post DHL Global Mail builds up highly strategic research tools to understand the acceptance of advertising media. For the first time it reveals global media perception and consumer profiles in cross-cultural comparison. The paper gives an overview of global results and explains to what extend global consumers still differ.
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