Advertising Localization Overshadows Standardization

Ali M. Kanso · Richard Alan Nelson

82 citations0/0 files storedJournal of Advertising Research

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International Business and FDI Marketing and Advertising Strategies International Student and Expatriate Challenges

Abstract

ABSTRACT The controversy over the use of standardized advertising campaigns has not been settled. Very little research has examined the role of American and non-American subsidiaries in designing and implementing campaigns for nondomestic markets. This study investigates the attitudes of these executives in two European countries. The findings reveal that almost two-thirds of the subsidiaries use the localized approach and that many major obstacles still impede the standardization of advertising campaigns. The study suggests that the use of similar appeals, symbols, and even themes to target foreign countries is ill advised.

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References

1983THE GLOBALIZATION OF MARKETS 1987Reflections of Culture: An Analysis of Japanese and American Advertising Appeals 1987Cultural Differences and Advertising Expression: A Comparative Content Analysis of Japanese and U.S. Magazine Advertising 1986International Marketing Policy: A Discussion of the Standardization Construct and its Relevance for Corporate Policy 1986GLOBAL STANDARDIZATION—COURTING DANGER 1965How International Can European Advertising Be?1967The Danger of "Local" International Advertising 1990Cultural Themes in Brazilian and U.S. Auto Ads: A Cross-Cultural Comparison

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