Print and television advertisements for American products appearingin the USA, Germany and Japan are content analysed to explore factorsinfluencing the usage of standardised versus specialised approaches inmultinational advertising. Three factors are examined market distance,product type, and advertising medium employed. The results of this pilotstudy suggest that messages transferred between Western markets such asthe USA and West Germany are more likely to be standardised than thosetransferred between Western and Eastern markets such as the USA andJapan. Product type is not found to play an influential role in thedegree of standardisation employed. However, standardisation is found tobe significantly more common in television than in print.
International Marketing Review – Emerald Publishing
Published: Jan 1, 1991