Question

Write short note on standardization of international advertising

Answer 1

International advertising entails dissemination of a commercial message to target audiences in more than one country. Target audiences differ from country to country in terms of how they perceive or interpret symbols or stimuli, respond to humor or emotional appeals, as well as in levels of literacy and languages spoken. How the advertising function is organized also varies. In some cases, multinational firms centralize advertising decisions and budgets and use the same or a limited number of agencies worldwide. In other cases, budgets are decentralized and placed in the hands of local subsidiaries, resulting in greater use of local advertising agencies.

Answer 2

Standardization of international advertising strategy is defined as utilizing the same, or common, advertising messages on an international basis, since the worldwide marketplace has become increasingly homogeneous, to the extent that international firms can market standardized products/services all over the world ..

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To address this gap, this study aims to investigate the issue of international advertising
standardization and adaptation from a specific consumer profile perspective, specifically
focusing on two factors, i.e., brand personality and COO effect, which are found to be significant
in influencing consumer decision making (Wang and Yang, 2008).
Consumers purchase branded products not only for their functional benefits, but more
importantly for the symbolic meanings embedded in products (Veryzer, 1995). Symbolic brand
benefits refer to the signaling effects shown to others when consuming the brand (Keller, 1993).
In addressing the symbolic meanings contained in products/brands, several important research
areas emerge; among them are brand personality and COO image.
personality denotes the phenomenon that a brand is frequently related to various human

y characteristics, such as fashion-consciousness, prestige, and being down-to-earth
(Aaker, 1997). Brand personality has been found to be positively associated with consumer
preferences, such as usage, loyalty, trust, feelings of comfort, and confidence in consumers’
minds (Biel, 1993; Fournier, 1998; Sirgy, 1982). Therefore, brand personality is an important
factor to consider when firms enter markets in different countries. However, it remains a
question as to whether, or to what extent, a firm should standardize or adapt its international
advertising strategy when its brand personality is strongly/weakly perceived by local consumers
(Barich and Philip, 1991; Wang, Yang, and Liu, 2009). Empirical evidence is also lacking as to
how brand personality affects a firm’s international advertising standardization and adaptation
strategies. In addition, it is found that the advertisements of each country ideally display a
certain degree of sensitivity to the brand personality characteristics of the specific local market
(Mueller, 1987). It may be expected that the stronger the local brand personality characteristics,
the more adaptive to local culture the international advertising strategy tends to be. Therefore,
the first objective of this study is to investigate the impact of brand personality on international
advertising strategies.
Country-of-origin refers to the country with which a manufacturer’s product is associated
(Saeed, 1994). COO image describes the stereotypic perception that consumers hold toward
the country’s representative products or brands (Nagashima, 1970; Roth and Romeo, 1992).
Prior relevant literature finds that consumers vary in their evaluation of products/brands from
different countries; hence, these variations influence their attitudes and purchase intention
toward the products/brands (Roth and Romeo, 1992; Schooler, 1965; Yasin et al., 2007). This
COO concept can help international advertising managers to understand, in considerable detail,
the target market so as to develop more effective advertising messages (Papavassiliou and
Stathakopoulos, 1997). In addition, it is difficult for consumers to change this stereotypic COO
image perception regarding a specific product/brand from a particular country; thus, firms
ake full use of these COO image stereotypes, instead of trying to change them
dramatically (Roth and Romeo, 1992; Wang and Yang, 2008). Therefore, it may be suggested
that COO image could exert a positive influence on international advertising standardization.
However, it lacks empirical evidence as to how COO image influences the extent of international
advertising standardization and adaptation; thus, the second objective of this study is to examine
the relationship between COO image and the extent of international advertising standardization
and adaptation.
Given the foregoing, the objectives of this study are to examine the influences of brand

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