PT  - JOURNAL ARTICLE
AU  - John B. Ford
AU  - Barbara Mueller
AU  - Charles R. Taylor
AU  - Nigel Hollis
TI  - The Tension between Strategy and Execution: Challenges for International Advertising Research
AID  - 10.2501/JAR-51-1-027-041
DP  - 2011 Mar 01
TA  - Journal of Advertising Research
PG  - 27--41
VI  - 51
IP  - 1 50th Anniversary Supplement
4099  - http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/27.short
4100  - http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/27.full
SO  - J Advert Res2011 Mar 01; 51
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.