RT Journal Article
SR Electronic
T1 Advertising Localization Overshadows Standardization
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 79
OP 89
DO 10.2501/JAR-42-1-79-89
VO 42
IS 1
A1 Kanso, Ali
A1 Nelson, Richard Alan
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/1/79.abstract
AB The controversy over the use of standardized advertising campaigns has not been settled. Very little research has examined the role of American and non-American subsidiaries in designing and implementing campaigns for nondomestic markets. This study investigates the attitudes of these executives in two European countries. The findings reveal that almost two-thirds of the subsidiaries use the localized approach and that many major obstacles still impede the standardization of advertising campaigns. The study suggests that the use of similar appeals, symbols, and even themes to target foreign countries is ill advised.