Tuncalp, S.2019-02-042019-02-0420010140-9174http://hdl.handle.net/11693/48767Looks at the need for advertisers to communicate their objectives through appropriate messages and, in particular, how targeted consumers interpret, evaluate and remember such messages. Presents a number of case studies where the use of careless advertising resulted in the communication being interpreted in differing ways from the intent and therefore failed to produce the desired response from consumers. Suggests that these examples could help provide some caveats to international marketers, and highlights the need to test response in advance.EnglishAdvertisingNewspaper publishingMediaGulf statesAdvertising effectivenessArticle10.1108/014091701107829461758-6135