Standard Article

International Advertising – is there Still a Standardization Versus Local Adaptation Debate?

Part 6. International Marketing

  1. Charles R. Taylor

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06009

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Taylor, C. R. 2010. International Advertising – is there Still a Standardization Versus Local Adaptation Debate?. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. Villanova University, Villanova, PA, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

For several decades now, much of the discussion of international advertising has focused on the degree to which advertising should be standardized or adapted. Even today, many academic articles start out with a literature review summarizing this “debate” and promising to offer additional insight. A close examination of the literature reveals that years of research on international advertising has provided some deeper insight on how to engage in international advertising. Most importantly, research consistently suggests that there are often key advantages to standardizing advertising at a strategic level but that executions do often need to be adapted.

Keywords:

  • global advertising;
  • standardization;
  • promotion;
  • international;
  • cross-cultural;
  • advertising strategy