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  Article - Global Advertising Strategy – The moderating role of brand familiarity and execution style.
  
  A market research in Hong Kong was executed to find relevant data that could support the theories about local and standardized advertising campaigns. During the research several foreign and local advertisings were showed for the sample and the audience were submitted to respond questions about their attitudes toward the brands, toward the advertisings, purchase intentions, and their level of familiarity with the brand.
  
  The article’s highlights are showed below:
  - The concern about the standardization of global advertising campaigns.
  - Analysing the gap between the consumer view and the response to commercials.
  - Taking as example the Hong Kong marketing, because it is a growing and important market for multinationals companies.
  - The influence of culture in the advertising management.
  - Consumer perceptions between standard and local advertisings.
  - The differences between transformational and informational styles.
  - The central requirement in Global Advertising is the cultural fit between the values in the advertising message and the values of the receiver.
  - The role of brand familiarity
  - Brand familiarity is extremely important for acceptance and for implementing higher levels of advertising standardization .
  - The differences between transformational and informational advertising styles among cultural differences.
  
  As a conclusion of the research, the writers suggest that how more familiarity the consumers are with the brands, more standardized the advertisings can be executed to reach purchasing intentions and advertising acceptance. Other important aspect is about the advertising style used in the campaigns, that should consider the local culture. While the transformational style is more efficient in low-profile cultures as the Chinese culture, the informational style is more suitable for cultures as European and North American.

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