Continued from page 1 As with all other aspects of translating a U.S. brand to overseas markets, TV advertising must hit the right notes culturally. For CKE Restaurants Inc., parent to the Carl’s Jr. and Hardee’s brands, the U.S. commercials featuring models in bikinis are not appropriate for the Middle East, where the franchise operator has developed its own TV campaign. The marketing message there still targets “young, hungry men,” but the ads are much ...

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