The marketing director for a manufacturer of automobile tires has been asked to integrate the company’s global marketing program. Should the director use a standardization or adaptation approach?

How could the company be certain that its marketing program will effectively be integrated among the different countries in which it sells tires?

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Choose a TV ad that is backed up by a print ad. Explain each of the steps in the communication process (Figure) in terms of both the TV and the print ad.

Are there similarities or differences in how the ads are constructed and their intent?

Explain each of the steps in the communication model in relation to this television ad.

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