期刊名称：Annals of the University of Craiova: Economic Sciences Series
印刷版ISSN：1223-365X
电子版ISSN：1843-3723
出版年度：2008
卷号：3
页码：1509-1513
语种：English
出版社：Universitaria Craiova
摘要：International advertising can be better described as a multicultural advertising,because it passed national borders for a long time.In a greater or smaller extent,the world became the market of most of the corporations,either they have their headquarters in USA,or in other states.The key of a successful advertising is the concept of placing the consumer on a central position.The firms operating from the perspective of managing businesses in advantageous way for the consumer will gain a lot.The firms involved in advertising are pemanently facing with the risky situation of being against the rules referring to advertising.Besides the laws and official regulations having advertising as object,firms consider public opinion should be also taken into account.The majority of big firms agrees that advertising should be honest and respect the law.Only thinking and acting in this manner,a firm can be successful on a long term,otherwise they can be profitable on the short run,but with negative effects on the image and reputation of a firm,on the long run,the effects being more disastrous in the case of a firm operating internationally.
