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Case study

Possibile variants of a TV commercial

International or local? A comparison between Thailand and the Gulf Countries

This particular case concerns a copy test tied to the company’s will to develop on the international market through its core products. The main aim of the research is to understand which of the two communication options brings the most benefits in terms of branding and commercial profit in the countries in object. This is why we interview travellers at airport gates. We ask them, for instance, which products and services they normally use, how they use them in their home countries and what perceptions they have of them.


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