Global advertising for children's products: are you joking? Cross-cultural research on western and eastern children's memorization of advertising

Elaine Karsaklian

The paper describes the work that has been carried out with 7 year old children in Brazil, France, and Armenia.

Global advertising for children's products: Are you joking? Cross-cultural research on western and eastern children's memorization of advertising

Eliane Karsaklian Federal University of Rio Grande Do Sul, Brazil

INTRODUCTION

The opportunities and challenges for international marketers of consumer goods today have never been greater or more diverse. New consumers are springing forth in emerging markets from Eastern Europe, Asian countries and Latin America. While some of these emerging markets have little purchasing power today, they promise to be huge markets in the future. A key theme now and in the future in international marketing management is the globalization of...

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