1.0 EXECUTIVE SUMMARY
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Developments and changes around the world have tremendously made an impact on the ad-
vertising and marketing industry. One of the challenges faced by marketers and advertisers is
the neverending rising of communication and technology. Furthermore, it had made informa-
tion accesible more easily to consumers which had given them a rising knowledge of aware-
ness on issues and the need to compete with the face paced emerging competitors.
!
In terms of marketing and advertising, it has always been a debate on standardisation and
adaptation on which is the best strategy to use. Some took the standardisation side, some the
adaptation side and some said that combining both will make greater impact. This paper aims
to discuss on the stand for standardisation and adaptation. Further discussion on factors that
advertisers take into consideration in planning their strategies such as language, culture, val-
ues, product characteristics, and law and regulation.
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2.0 INTRODUCTION
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It has always been a debate on whether businesses should implement standardizaton or adap-
tation strategy in their international advertising campaign. With the face paced development
of technology and spreading on competition worldwide, making decisions for international
advertising implementation have never been more difficult. According to Katsikeas, Samiee
and Theodosiou (2006), the issue on wheter to standardize to customize marketing programs
has received attention among researchers for over decades. Most research focus on the the
influence of implementing a particular strategy and reasons for standardization and adapta-
tion. However, there are also views of combining the both strategy to maximize advertising
impact.
!
For scholars that are taking the standardization stand, there is an assumption that markets are
converging as a result of faster communication and technology and consumers are becoming
similar over time. They do not belief that the markets are heterogeneous. Although people in
!1
, various cultures may be different, their basic physiological and psychological needs are the
same. According to Gordon Link (1988), advertisers should focus on developing a global
brand image, which is referred to as global advertising.
!
On the other hand, there is an assump- tion that advertising must adapt to cultural differences
in order to achieve a successful international advertising campaign. Adaptation is necessary
because there is a need to create a differential advantage via effective communi- cation and
sensitivity toward the local cultures (Hite & Fraser, 1990). Many supporters of this school of
thought highlight the differences between countries such as culture, consumer values, and
political systems.
!
However, before deciding on which strategy to best implement in their advertising strategies,
there are several factors that should taken into consideration such as language, culture, val-
ues, product characteristics, and law and regulation.
!
!
3.0 STANDARDIZATION AND ADAPTATION
!
Standardized international advertising strategy is a marketing strategy adopted by many com-
panies today. Reason being it is cost effective and minimization and it helps the brand to cre-
ate a coherent image, identity and message at to global scale. According to Samiee et all
(2003), as a means of establishing a uniform global strategy and image, marketing managers
of MNCs implement a standardized advertising strategy designed to maximize the firm’s
profit potential (Jain, 1989) and enhance its performance outcomes (Schilke et al., 2009).
International advertising scholars who are pioneers in international advertising standardiza-
tion Elinder (1965) and Fatt (1967) pointed out a number of reasons why advertising should
be uniformed amoung different coutnries. One of the reason is the related to social aspects
where there is homogeneity in the standard of living or consumption habits. Elinder and Fatt
believe that ‘different peope are basically the same’. Furthermore, both the scholars forecast-
ed that the trend of standardization will be increasingly widespread from time to time. The
clarifications for their stand is the growing level of mobility, developing international com-
!2
!
Developments and changes around the world have tremendously made an impact on the ad-
vertising and marketing industry. One of the challenges faced by marketers and advertisers is
the neverending rising of communication and technology. Furthermore, it had made informa-
tion accesible more easily to consumers which had given them a rising knowledge of aware-
ness on issues and the need to compete with the face paced emerging competitors.
!
In terms of marketing and advertising, it has always been a debate on standardisation and
adaptation on which is the best strategy to use. Some took the standardisation side, some the
adaptation side and some said that combining both will make greater impact. This paper aims
to discuss on the stand for standardisation and adaptation. Further discussion on factors that
advertisers take into consideration in planning their strategies such as language, culture, val-
ues, product characteristics, and law and regulation.
!
!
2.0 INTRODUCTION
!
It has always been a debate on whether businesses should implement standardizaton or adap-
tation strategy in their international advertising campaign. With the face paced development
of technology and spreading on competition worldwide, making decisions for international
advertising implementation have never been more difficult. According to Katsikeas, Samiee
and Theodosiou (2006), the issue on wheter to standardize to customize marketing programs
has received attention among researchers for over decades. Most research focus on the the
influence of implementing a particular strategy and reasons for standardization and adapta-
tion. However, there are also views of combining the both strategy to maximize advertising
impact.
!
For scholars that are taking the standardization stand, there is an assumption that markets are
converging as a result of faster communication and technology and consumers are becoming
similar over time. They do not belief that the markets are heterogeneous. Although people in
!1
, various cultures may be different, their basic physiological and psychological needs are the
same. According to Gordon Link (1988), advertisers should focus on developing a global
brand image, which is referred to as global advertising.
!
On the other hand, there is an assump- tion that advertising must adapt to cultural differences
in order to achieve a successful international advertising campaign. Adaptation is necessary
because there is a need to create a differential advantage via effective communi- cation and
sensitivity toward the local cultures (Hite & Fraser, 1990). Many supporters of this school of
thought highlight the differences between countries such as culture, consumer values, and
political systems.
!
However, before deciding on which strategy to best implement in their advertising strategies,
there are several factors that should taken into consideration such as language, culture, val-
ues, product characteristics, and law and regulation.
!
!
3.0 STANDARDIZATION AND ADAPTATION
!
Standardized international advertising strategy is a marketing strategy adopted by many com-
panies today. Reason being it is cost effective and minimization and it helps the brand to cre-
ate a coherent image, identity and message at to global scale. According to Samiee et all
(2003), as a means of establishing a uniform global strategy and image, marketing managers
of MNCs implement a standardized advertising strategy designed to maximize the firm’s
profit potential (Jain, 1989) and enhance its performance outcomes (Schilke et al., 2009).
International advertising scholars who are pioneers in international advertising standardiza-
tion Elinder (1965) and Fatt (1967) pointed out a number of reasons why advertising should
be uniformed amoung different coutnries. One of the reason is the related to social aspects
where there is homogeneity in the standard of living or consumption habits. Elinder and Fatt
believe that ‘different peope are basically the same’. Furthermore, both the scholars forecast-
ed that the trend of standardization will be increasingly widespread from time to time. The
clarifications for their stand is the growing level of mobility, developing international com-
!2
