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International advertising strategy A review, reassessment and recommendation

International advertising strategy A review, reassessment and recommendation This paper reviews and critiques the standardization debate in international advertising strategy. First, the paper identifies the standardization, adaptation and compromise schools of advertising including their advantages and disadvantages and then presents some of the contingency models with special focus on variables related to products, customer segments and organization. Then, a number of deficiencies in the academic literature as a whole are presented. The conclusion is that the preferred school of advertising is the compromise school, but that the continuum perspective is of little use to practitioners as they want to know what variables determine the position on the standardization continuum in their sector and whether the level of standardization is increasing or decreasing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

International advertising strategy A review, reassessment and recommendation

T.C. Melewar; Claes Vemmervik
Management Decision , Volume 42 (7): 19 – Aug 1, 2004
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References (42)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0025-1747
DOI
10.1108/00251740410550934
Publisher site
See Article on Publisher Site

Abstract

This paper reviews and critiques the standardization debate in international advertising strategy. First, the paper identifies the standardization, adaptation and compromise schools of advertising including their advantages and disadvantages and then presents some of the contingency models with special focus on variables related to products, customer segments and organization. Then, a number of deficiencies in the academic literature as a whole are presented. The conclusion is that the preferred school of advertising is the compromise school, but that the continuum perspective is of little use to practitioners as they want to know what variables determine the position on the standardization continuum in their sector and whether the level of standardization is increasing or decreasing.

Journal

Management Decision – Emerald Publishing

Published: Aug 1, 2004

Keywords: Advertising; Standardization; International marketing

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