CRAFT MINI CASE: Global Craft is an importer of crafts from Indian and African artisans to the United States. The company broadcasts a standardized advertising campaign nationwide emphasizing the fair price that it pays for the crafts that it imports, supporting rather than exploiting these craftsmen. Its advertising also serves to introduce American consumers to international craft products to which they may not have been already introduced.
-In the CRAFT MINI CASE, Global Craft's advertising strategy would be best described as ________.

Question

Quizplus · Accepted Answer

Global Craft's advertising strategy is described as standardized because it broadcasts the same advertising campaign nationwide, without tailoring it to different local markets.

CRAFT MINI CASE: Global Craft Is an Importer of Crafts