( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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AN ANALYTICAL REVIEW OF STANDARDIZATION OF INTERNATIONAL ADVERTISING

    2 Author(s):  AMIT KUMAR PANDEY ,SUDHANSHU SINGH

Vol -  5, Issue- 5 ,         Page(s) : 80 - 92  (2014 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

The present content analysis of the literature on cross-national advertising tries to make sense of what seems a priori isolated, and therefore non conclusive findings by bringing them together in an analytic review of 210 research papers from the early 1960s to 2006. Our findings show that the cross-national advertising literature leans toward adaptation over the whole period, however with increasing standardization over time. Taboos, customs, and social mores still require local adaptation. Advertising execution should be customized while there is no clear recommendation for ad strategy. In fact, ad standardization is shown to be contingent on product category.

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