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.
International Marketing Review – Emerald Publishing
Published: Feb 27, 2007
Keywords: Globalization; Advertising; Information media
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera