International Marketing Management: Advertisement Strategies and
Global Market
MKT 425 - Global Marketing Management
Arizona State University
July 2, 2024
Introduction
Advertisers in the world or global market encounter limitations which
include media and products that are unique as well as the language, legal
limitations that are also unique in every market. All these limitations are
supposed to be considered at the time the advertisers are designing a
promotional mix. While the world together with its market turns out to be
sophisticated, a greater emphasis is put on the international marketing
mix. The debate these days do exist among the market players in the world
market and this debate concerns the effectiveness of advertising that is
standardized against advertising that is modified for the culturally diverse
markets.
Advertising in the International Market
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
As the level of competition goes up and the markets undergo expansion,
there is a placing of much emphasis on the global brands and also greater
emphasis is being placed on the recognition of the image. The conclusion
that is drawn that shows some logic tends to be that, the motives of the
buyers and the goals of companies are similar for different countries,
therefore in such a case, the orientation of advertising can turn out to be
similar or the same. But in the case where there is variation in this regard,
from one country or nation to the other, the effort carried out in
advertising will have to give a reflection of these variations.
In whatever the case, variety in the availability of the media, the coverage
of the media as well as the effectiveness of the media will have to be
looked at in setting up the advertising plans. If similar appeals are
employed, the presentation of these appeals may be broadcast by radio in
one nation, by TV in another, and video in another nation.
A practitioner in advertising who has adequate skills is supposed to have
sensitivity to the environment and be aware of the fresh facts regarding
the market. It is as well of great significance for the success derived from
the international advertising undertakings to show keen concern to the
process of communication involved as well as the steps that are involved
in offering the communications.
An international sales force that is effective comprises one of the biggest
concerns of the international marketer. The sales force of a business
organization or company gives representation of the main alternative
company organizing methods for international distribution and as such,
the company is at the forefront of a marketing organization. The role that
is played by both the foreign and domestic marketers is changing rapidly
together with salesforces and the international managerial teams’
composition. The international managerial teams as well as the salesforces
have several unique requirements that are being taken up by the locals,
expatriates, the nationals from third countries, or by all the three groups
combined. In the years that have just passed, the development patterns in
countries have been one that has put much emphasis on the personnel
from within, or local personnel to operate in their own countries.
Standardization versus Adaptation
Even if some form of standardization may be possible in the advertising
campaign in world marketing, there is need to have some form of
adaptation. This is for the reason that, by doing this, such issues as legal
restrictions and offending people may be avoided. International
advertising standardization in this case is a term that is used to refer to
employing a common approach to carry out product promotion in all
countries in the world market.
Those people who support this approach of standardization present
arguments that a message of advertising having very minimal
modifications or having some translation carried on it can be employed in
all the nations to reach the consumers. The rationale they present to justify
this is that the buyers, regardless of which part of the world they come
from, have similar needs and wants and therefore these buyers can be
persuaded by employing general or universal advertising appeals (Levitt,
1983).
Four reasons exist that make this standardization approach to be
appealing. One of the reasons is that this approach allows the
multinational companies to maintain a consistent image as well as an
identity that is consistent all over the world. Another reason is that, this
approach brings down the level of confusion that may exist amongst the
buyers who engage in traveling frequently. More so, another reason is that,
the approach enables a multinational corporation to engage in developing
a single advertising campaign that is well-coordinated across the various
markets. The last reason is that standardization brings about substantial
savings that result from the reduction in the media costs, the advertising
illustrative material, and the advertising production costs (Keegan, 1989).
But on the other hand, it is argued that separate messages are supposed
to be used to reach different buyers in the various markets by ensuring
these messages fit in every particular country (Kotler, 1986). Regarding this
approach, there are overwhelming differences in terms of culture, legal
matters, economy, media and the differences in the products from one
country to the other or from one region to the other. More so, these
differences that exist make it necessary to adapt or develop fresh
advertising strategies. More so, anecdotal confirmation tends to challenge
the fundamental assumption of the standardization approach by giving a
suggestion assuming that the motives of buyers across foreign markets are
similar may, on one hand, be simplistic but on the other hand, they are
very dangerous (Helming, 1982).
However, deciding to standardize or not to standardize can not be taken
to be a dichotomous decision. Normally, there are levels of standardization
in international advertising. According to Light (1990), it is desirable to
carry out an international advertising standardization campaign while
adapting other features of international advertising being adopted. This is
for the reason that cultures vary from one country to the other.
Synodinos et al (1989) researched advertising practices in 15 countries.
This study established great lack of similarities in the advertising practices
in these nations. These dissimilarities were attributed to cultural factors
among other factors. Kanso (1992), in his study in which he carried out the
examination of the international strategies in advertising by Fortune 500
biggest corporations, established that messages given out in advertising
should be the ones that fit in the traditions and beliefs that are held by the
people in every country.
Meuller (1987) established that there is an impact on the advertising
message appeals by the traditional cultural values. This was established
after carrying out a study that involved studying the Japanese advertising
strategies and comparing them with their US counterparts. It was
established that the Japanese magazine advertisements had a tendency to
employ “more-soft” sales as well as status appeal and carried fewer
information appeals and showed more respect for the people who were
the elderly as compared to the U.S counterpart advertisements. Mueller
later concluded that the Japanese advertisement is not near to getting
westernized and thus, it was not appropriate to use the Western
advertisement strategies in Japan. Therefore, the standardization
approach to advertisement is more likely in the case where the cultural
differences are not large, but where there are large cultural differences
standardization is less likely.
Laws that govern advertising practices vary from one country to the other
(Harvey, 1993). Harvey goes ahead to report that the multinational
companies these days encounter advertising regulations that are greater
by the governments in the foreign countries than it has ever been in the
past. These regulations affect the effective application of standardized
advertising strategies. Therefore, this calls for the need for multinational
corporations to keenly analyze the regulatory policies of the host country
as they set up strategies concerning the marketing mix.
Conclusion
Separate messages should be used to reach different buyers in the various
markets by ensuring these messages fit in every particular country.
Overwhelming differences in terms of culture, legal matters, economy,
media and the differences in the products from one country to the other
or from one region to the other do exist. More so, these differences that
exist make it necessary to adapt or develop fresh advertising strategies.
More so, anecdotal confirmation tends to challenge the fundamental
assumption of the standardization approach by giving a suggestion
assuming that the motives of buyers across foreign markets are similar
may, on one hand, be simplistic but on the other hand, they are not
favorable.
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