Global Perspectives

These boxed sidebars provide information similar to that in the IMC Perspectives, with a focus on international aspects of advertising and promotion. Some of the companies/brands whose international advertising programs are covered in the Global Perspectives include MTV, Microsoft, Sony, McDonald's, and Nike. Topics such as the Cannes international advertising awards, celebrities who appear in commercials in Japan while protecting their image in the United States, advertising in China, and the challenges of communicating with consumers in Third World countries are also discussed.

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