Advertising Study: Upper-Middle Income Countries Muddle the Message When Competing or Foreign Direct Investment

August 23, 2012

News Wise

Advertising used to build a positive image for countries as they compete for foreign direct investment varies significantly depending on a country’s income, according to a recent benchmark study by Daniel Baack, an assistant professor of marketing at the Daniels College of Business at the University of Denver, and Rick T. Wilson, assistant professor of marketing and international business at Hofstra University.