Standardization and Adaptation in Television Advertising
2007:201
BACHELOR THESIS
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
PREFACE
PREFACE
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
Jonas Kenntoft
Johan Neglén
ABSTRACT
ABSTRACT
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
BACHELOR THESIS
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
PREFACE
PREFACE
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
Jonas Kenntoft
Johan Neglén
ABSTRACT
ABSTRACT
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