On the contrary, there is recent evidence of increased heterogenization of consumer behaviour with increased wealth (De Mooij 2003). Although several advertising
managers at the time doubted the homogenization thesis and thus the effectiveness of global advertising, the global media committee of the International Advertising Association called global advertising a breakthrough
marketing tool. According to its members, “no longer will there be a different advertising campaign for each country and each language of the world”
(Keegan et al. 1992:20).