Can Advertising Be Standardized or Not?
University of Reading
Business School
Department of Management ~~~~~~~~~~~~
GLOBAL MARKETING MANAGEMENT
MMM006-07-8A
Can Advertising Be Standardized or Not?
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Student: Tran Phuong Nhung Student Number: 16024551
Submitted: Friday 7th December 2007, 17:00
Introduction
“Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.”(anonymous)
Advertising is considered as the most tangible component of marketing communication as well as an important and powerful tool that can affect the overall company efficiency. The budget spending on advertising is increasing significantly. Total world advertising expenditure nearly doubled in the period of 1987-1995, that is from 136,423 million USD in 1987 to 247,498 million USD in 1995. (Paliwoda and Thomas, 1998, p.326) In the graph below, it is can be seen that the world advertising budget in 2007 is 446 billion USD, which doubles the spending in 1995, as indicated above. (Source: Pick, M. (2007). The 2007 Future of Media Report. How Will Internet TV Change and Evolve? URL: http://www.webtvwire.com/the-2007-future-of-media-report-how-will-internet-tv-change-evolve/ )
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Advertising, at the center of the debates related to international marketing strategy, has received significant criticisms as well as researches. Among them is the discussion about two main approaches, i.e. standardization versus adaptation. The debates emerging from these two approaches are intense to reach a common agreement in the end. While there are lots of evidences and studies supporting the adaptation method, the recent years has witnessed success of global advertising campaigns on a certain products of the multinational corporations (MNCs) like Procter & Gamble, Unilever or Coca-Cola. Although studies on balance of these two approaches can be founded in a number of books and journals,
Business School
Department of Management ~~~~~~~~~~~~
GLOBAL MARKETING MANAGEMENT
MMM006-07-8A
Can Advertising Be Standardized or Not?
[pic]
Student: Tran Phuong Nhung Student Number: 16024551
Submitted: Friday 7th December 2007, 17:00
Introduction
“Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.”(anonymous)
Advertising is considered as the most tangible component of marketing communication as well as an important and powerful tool that can affect the overall company efficiency. The budget spending on advertising is increasing significantly. Total world advertising expenditure nearly doubled in the period of 1987-1995, that is from 136,423 million USD in 1987 to 247,498 million USD in 1995. (Paliwoda and Thomas, 1998, p.326) In the graph below, it is can be seen that the world advertising budget in 2007 is 446 billion USD, which doubles the spending in 1995, as indicated above. (Source: Pick, M. (2007). The 2007 Future of Media Report. How Will Internet TV Change and Evolve? URL: http://www.webtvwire.com/the-2007-future-of-media-report-how-will-internet-tv-change-evolve/ )
[pic]
Advertising, at the center of the debates related to international marketing strategy, has received significant criticisms as well as researches. Among them is the discussion about two main approaches, i.e. standardization versus adaptation. The debates emerging from these two approaches are intense to reach a common agreement in the end. While there are lots of evidences and studies supporting the adaptation method, the recent years has witnessed success of global advertising campaigns on a certain products of the multinational corporations (MNCs) like Procter & Gamble, Unilever or Coca-Cola. Although studies on balance of these two approaches can be founded in a number of books and journals,
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