A Content Analysis of Advertising in a Global Magazine Across Seven Countries

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International Marketing Review
Emerald Article: A content analysis of advertising in a global magazine across seven countries: Implications for global advertising strategies Michelle R. Nelson, Hye-Jin Paek

Article information:
To cite this document: Michelle R. Nelson, Hye-Jin Paek, (2007),"A content analysis of advertising in a global magazine across seven countries: Implications for global advertising strategies", International Marketing Review, Vol. 24 Iss: 1 pp. 64 - 86 Permanent link to this document:

http://dx.doi.org/10.1108/02651330710727196
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IMR
24,1

A content analysis of advertising
in a global magazine across
seven countries

64

Implications for global advertising strategies

Received February 2005
Revised July 2005,
December 2005
Accepted March 2006

Michelle R. Nelson
University of Illinois at Urbana-Champaign, Urbana, Illinois, USA, and

Hye-Jin Paek
Grady College of Journalism and Mass Communication,
The University of Georgia, Athens, Georgia, USA
Abstract
Purpose – This research examines global advertising strategies and tactics in a global media brand for a shared audience across seven countries (Brazil, China, France, India, South Korea, Thailand, and USA).

Design/methodology/approach – A content analysis of advertisements in local editions of Cosmopolitan magazine compares the extent of standardization in execution elements (advertising copy, models) across product nationality (multinational, domestic) and category (beauty, other). Findings – Local editions deliver more multinational than domestic product ads across all countries, except India. Overall, multinational product ads tend to use standardized strategies and tactics more than domestic product ads, although this propensity varies across countries. Beauty products (cosmetics, fashion) are more likely to use standardized approaches than are other products (e.g. cars, food, household goods).

Research limitations/implications – The research only examines one type of magazine and for one type of audience.
Practical implications – A global medium such as Cosmopolitan offers international advertisers an opportunity to reach a shared consumer segment of women with varying degrees of standardization, and that even in Asian countries, some standardization is possible. Originality/value – This is the first multi-country study to examine advertising executions for global advertising strategy within a transnational media brand. Unlike previous studies that advise against global strategy in Asia, we find that contemporary advertisers are practicing some global...
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