Standardization and Adaptation in Television Advertising
Jonas Kenntoft Johan Neglén
Luleå University of Technology Bachelor thesis Industrial marketing Department of Business Administration and Social Sciences Division of Business Administration and Management 2007:201 - ISSN: 1402-1773 - ISRN: LTU-CUPP--07/201--SE
When we started this journey, we had no idea about where we were going to end up. On the way we understood why many people had said to us that the thesis is going to be a lot of hard work but still we had a lot of fun on the way. Last but not the least we learned a lot about both our subject and how to conduct research on this level. After ten weeks of hard work we have finished our thesis. During this time we have gotten help from a lot of people first of all we would like to thank our supervisor Tim Foster for his new ideas and guidance to keep us on track during this ten weeks long struggle. We would also like to thank all the people that we have interviewed, without you there would not have been a thesis We hope that this thesis will get more people interested in the quick changing world of television advertising that we live in today and to understand that there is a need for further research in this area. Luleå, May 2007
Television continues to be a dominant media in the 21st century. As the world continues to “shrink” and globalization increases, those companies that do business in many countries must find innovate ways to communicate their brands. In international markets, therefore, the decision to standardize or adapt the advertisements between different countries becomes of great importance. The purpose of this study is to gain a better understanding for how companies standardize and adapt their television advertising in international markets. In order to reach this purpose, research questions focusing on the elements of television advertisements, as well as the factors that influence the decision to standardize/adapt were stated. Based on these research questions, a review of the relevant literature was conducted, resulting in a conceptual framework, which was used to guide this study’s data collection. Data was collected via a qualitative, case study approach, using interviews and observation of the television commercials on international consumer brands. The result shows that there are certain appeals that work: Emotional appeals seem to work more on the young, while rational appeals appear to be more effective towards an older target market. One of the primary factors that influence a company’s decision to adapt a commercial is the cost. In terms of standardizing a television advertisement, the company should focus on non-geographical factors such as humor and family culture.
2000-talets reklam medium fortsätter att domineras av TV. Världen fortsätter att ”krympa” och globaliseringen ökar, det pressar de företag som agerar i många länder till att hitta nya innovativa sätt att kommunicera deras varumärken. På internationella marknader har därför beslutet att standardisera eller att anpassa reklam mellan olika länder fått ökad betydelse. Syftet med denna studie är att få en ökad förståelse för hur företag standardiserar och anpassar deras TV reklam på internationella marknader. För att kunna uppnå detta syfte så har två forskningsfrågor angivits, som dels fokuserar på de olika elementen i TV reklam och även de faktorer som påverkar beslutet att standardisera eller anpassa reklam. Baserat på dessa forskningsfrågor så har relevant litteratur granskats som resulterade i en referensram, som vidare användes som en guide i datainsamlingen. Data samlades in via en kvalitativ fallstudie, genom intervjuer och observationer av internationella varumärkens olika reklam inslag. Resultaten visade att en viss appeal fungerar på olika sätt, t ex en emotionell...