Estratégias de propaganda: como empresas brasileiras podem ganhar mercado na região do Mercosul
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This article attempts to identify advertising strategies which contribute to the performance of Brazilian firms doing business in the Mercosur region. First, advertising theories are presented with emphasis on models of advertising effectiveness. Second, these theories are examined in the context of international markets and a theoretical model is formulated. Next, the characteristics of the Brazilian advertising industry are empirically investigated. Finally, managerial implications are discussed in regard to the advertising strategies followed by Brazilian firms doing business in the Mercosur region.