Kevin has taken over the international operations of his company. He contends that advertisers must consider differences among countries, including local culture, media availability, and legal restrictions. What school of thought does Kevin subscribe to in approaching advertising across national borders?
A)combination
B)localization
C)standardization
D)cooperation
E)synergy

Question

Quizplus · Accepted Answer

Kevin's emphasis on considering local culture, media availability, and legal restrictions suggests that he subscribes to the school of thought of localization, which advocates tailoring marketing efforts to the unique requirements of each market in which a company operates.

Kevin Has Taken Over the International Operations of His Company