TY - JOUR T1 - The Tension between Strategy and Execution: Challenges for International Advertising Research JF - Journal of Advertising Research JO - J Advert Res SP - 27 LP - 41 DO - 10.2501/JAR-51-1-027-041 VL - 51 IS - 1 50th Anniversary Supplement AU - John B. Ford AU - Barbara Mueller AU - Charles R. Taylor AU - Nigel Hollis Y1 - 2011/03/01 UR - http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/27.abstract N2 - The primary “international advertising” topic over the past five decades is the question of whether, and to what degree, advertising can and should be standardized. This article begins with a discussion of the cumulative findings of this stream of research, followed by a look at major theories that have been applied to international advertising research, with a special focus on the application of culture's use as a conceptual basis for advertising studies. An exploration of the recent trend toward considering advertising in the context of global branding strategies is followed by a discussion of methodological issues in international advertising research, focusing on problems that have been identified and “best practices” for researchers in overcoming these problems. ER -