A content analysis of advertising in a global magazine across seven countries Implications for global advertising strategies

A content analysis of advertising in a global magazine across seven countries Implications for... Purpose – This research examines global advertising strategies and tactics in a global media brand for a shared audience across seven countries (Brazil, China, France, India, South Korea, Thailand, and USA). Design/methodology/approach – A content analysis of advertisements in local editions of Cosmopolitan magazine compares the extent of standardization in execution elements (advertising copy, models) across product nationality (multinational, domestic) and category (beauty, other). Findings – Local editions deliver more multinational than domestic product ads across all countries, except India. Overall, multinational product ads tend to use standardized strategies and tactics more than domestic product ads, although this propensity varies across countries. Beauty products (cosmetics, fashion) are more likely to use standardized approaches than are other products (e.g. cars, food, household goods). Research limitations/implications – The research only examines one type of magazine and for one type of audience. Practical implications – A global medium such as Cosmopolitan offers international advertisers an opportunity to reach a shared consumer segment of women with varying degrees of standardization, and that even in Asian countries, some standardization is possible. Originality/value – This is the first multi‐country study to examine advertising executions for global advertising strategy within a transnational media brand. Unlike previous studies that advise against global strategy in Asia, we find that contemporary advertisers are practicing some global advertising strategies, but to varying degrees. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

A content analysis of advertising in a global magazine across seven countries Implications for global advertising strategies

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Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330710727196
Publisher site
See Article on Publisher Site

Abstract

Purpose – This research examines global advertising strategies and tactics in a global media brand for a shared audience across seven countries (Brazil, China, France, India, South Korea, Thailand, and USA). Design/methodology/approach – A content analysis of advertisements in local editions of Cosmopolitan magazine compares the extent of standardization in execution elements (advertising copy, models) across product nationality (multinational, domestic) and category (beauty, other). Findings – Local editions deliver more multinational than domestic product ads across all countries, except India. Overall, multinational product ads tend to use standardized strategies and tactics more than domestic product ads, although this propensity varies across countries. Beauty products (cosmetics, fashion) are more likely to use standardized approaches than are other products (e.g. cars, food, household goods). Research limitations/implications – The research only examines one type of magazine and for one type of audience. Practical implications – A global medium such as Cosmopolitan offers international advertisers an opportunity to reach a shared consumer segment of women with varying degrees of standardization, and that even in Asian countries, some standardization is possible. Originality/value – This is the first multi‐country study to examine advertising executions for global advertising strategy within a transnational media brand. Unlike previous studies that advise against global strategy in Asia, we find that contemporary advertisers are practicing some global advertising strategies, but to varying degrees.

Journal

International Marketing ReviewEmerald Publishing

Published: Feb 27, 2007

Keywords: Globalization; Advertising; Information media

References

  • Disjuncture and difference in the global cultural economy
    Appadurai, A.
  • Race and beauty: a comparison of Asian and Western models in women's magazine advertisements
    Frith, K.T.; Cheng, H.; Shaw, P.
  • Standardization/adaptation of international marketing strategy: necessary conditions for the advancement of knowledge
    Ryans, J.J.; Griffiths, D.A.; White, S.D.
  • Consumption patterns of Chinese urban and rural consumers
    Sun, T.; Wu, G.

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