RT Journal Article SR Electronic T1 The Tension between Strategy and Execution: Challenges for International Advertising Research JF Journal of Advertising Research JO J Advert Res FD WARC SP 27 OP 41 DO 10.2501/JAR-51-1-027-041 VO 51 IS 1 50th Anniversary Supplement A1 John B. Ford A1 Barbara Mueller A1 Charles R. Taylor A1 Nigel Hollis YR 2011 UL http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/27.abstract AB 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.