An Analytical Review of Standardization of International (original) (raw)
Related papers
An Analytical Review of Standardization of International Advertising
The present content analysis of the literature on cross-national advertising tries to make sense of what seems a priori isolated, and therefore non conclusive findings by bringing them together in an analytic review of 210 research papers from the early 1960s to 2006. Our findings show that the cross-national advertising literature leans toward adaptation over the whole period, however with increasing standardization over time. Taboos, customs, and social mores still require local adaptation. Advertising execution should be customized while there is no clear recommendation for ad strategy. In fact, ad standardization is shown to be contingent on product category.
Standardization or Adaptation in International Advertising
This study investigates the issue of standardization and adaptation in international advertising from a consumer perspective by focusing on two variables, i.e., brand personality and countryof-origin (hereafter COO). Results reveal that brand personality is positively related to a more adaptive approach by firms; whereas COO image is found to exert a positive influence on a more standardized approach by firms. Implications for research as well as for practice are discussed.
Much has been written on the subject standardization and adaptation in international advertising, however, there have been few general conclusions and agreements. The purpose of this thesis is to gain a better understanding of standardization and adaptation in international advertising of consumer goods. The research investigates what motivates companies to standardize or adapt their international advertising, which factors that decide to what degree the international advertising is standardized or adapted, and finally how companies are standardizing or adapting the elements of their international advertisements. A case study on Libresse and how the company deals with standardization and adaptation of international advertising has been conducted. The conclusions that can be drawn from the findings of our research are that the main motive for Libresse to standardize the international advertising is to gain economies of scale, and that the company generally adapts the international advertising in order for consumers to be able to relate to the advertisement. Furthermore, the company's economic situation and the consumer profile are important factors to consider when choosing the extent of standardization and adaptation in international advertising. When investigating how the advertisements are standardized and adapted, our research shows that text and voiceovers are frequently adapted, while visual elements, appeals and buying proposals are standardized.
Time for advancement: a framework for standardisation of international advertising strategy
2005
Despite a steady stream of international advertising literature, there is still much uncertainty and debate over standardisation, with a reported lack of clarity over what it means (Ryans, 1969; Levitt, 1983; Kernan and Domzal, 1993; Wills et al., 1991; Harvey, 1993), and what impact it has (Jain 1989). To date, no widely accepted framework exists to guide advertisers in this regard (Taylor & Johnson, 2002), and given the continuing growth of globalisation and international advertising, this is a critical area for knowledge development (Florin & Ogbuehi, 2004). The contribution of this paper is the development of a conceptual framework that amalgamates a number of prior studies in a bid to provide guidance for academics and practitioners within the field of international advertising.
How consumer heterogeneity muddles the international advertising debate
International Journal of Advertising, 2010
Standardisation versus localisation is an enduring topic in international advertising. The generalisability of research on the topic is another issue. We address the second issue and in the process shed light on the first. Multifacet analysis on an international advertising data set indicated that individuals within countries accounted for much more variance than countries could account for. This portends that researchers should generalise with caution. It further suggests that some form of standardisation may be appropriate more often than is currently considered. Both between and within-country heterogeneity should influence international advertising strategies.
Global Advertising in the Internet Era: The Standardization-Customization Debate Revisited
2016
Advertising is a huge worldwide industry growing in importance due to the high penetration rate through mainstream media channels and the internet, reflecting social values worldwide. While the standardization versus localization debate has quite matured in the case of traditional advertising, it has not yet touched upon most critical issues related to digital marketing. The paper reviews the literature, compares both the strategies, and conclude with recommendations for global advertising decision makers.
International Business & Economics Research Journal (IBER), 2011
This study revisited the debate concerning standardization vs. customization of the international advertising strategy from a Country-of-Origin (COO) approach. The objective here is to compare the perceptions of the exporting country and its products from the vantage point of different host countries, and to compare exporting countrys self-image with the perceived images prevailing in the host countries. Further, the study also examines the images of search products and experience products across different countries. Through analyzing survey data collected from 189 Americans, 238 Chinese, and 236 Japanese consumers, we found that different host countries have significantly different perceptions of the same exporting country. Moreover, exporting countrys self-image also largely varies from the host countrys perception of the exporting country. Finally, differences in product image were found both for search and experience products. Therefore, customized advertising strategy is sugges...
Contemporary Economics, 2021
Intensification of globalization processes in the contemporary world entails conse-quences for all areas of socio-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global envi-ronment. Expansion into foreign markets presents enterprises with the dilemma of how to advertise their products and services. The specific question which appears in this context is whether to use standardized or adapted advertising. The attitude of the audience on the target market is of key importance. The present article also focuses on the impact of globalization on the recipients’ perception of the adver-tising activity of foreign companies operating in the Polish market. Assessment of the degree of acceptance of foreign enterprises’ standardized advertising activities on the Polish market, their attractiveness and impact on competitiveness, from the perspective of Polish consumers. The basis for the study are the findings of a sur-vey conducted in 2019 and 2020 on a sample of Polish consumers aged 15+ se-lected using the quota method. The subject of the research were opinions on ad-vertising activities used on the Polish market by foreign companies, taking into account the differentiation into global and adapted advertising. The respondents assessed the level of attractiveness and acceptance of activities related to advertis-ing standardization procedures. The results of the research indicate that Polish consumers perceive the globalization of advertising and have mixed feelings about it. On the one hand, they appreciate the attractiveness of standardized advertise-ments, on the other, they assess their effectiveness as worse. However, the re-spondents also point out that they have a positive impact on the competitiveness of foreign companies. The perception of standardized advertising is generally not dependent on demographic characteristics. There is only a slight direct effect of age on the perception of attractiveness and effectiveness of standardized and adapted advertising.
Global Advertising Practice in a Borderless World
Global Advertising Practice in a Borderless World, 2017
Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it. Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focusses on understanding how the globalisation of advertising works in practice, explored in three sections: globalising advertising in a media and communications context; advertising in a global world and; global advertising in a digital world, Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.
Advertising Standardisation in The Asia Pacific Region: What Stands In The Way?
Asia Pacific Journal of Marketing and Logistics, 1993
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information.