Standardization versus adaptation of international advertising strategies : towards a framework

Résumé du document

The purpose of this article by Papavassiliou and Stathakopoulos was to create a framework capable of detailing the environmental determinants that affect the degree of standardization or adaptation needed in international advertising decisions.
Some studies argue that a standardized advertising strategy is the most desirable option when consumer needs are universal (e.g. Levitt, 1983, Buzell 1968 and Killough 1978), while others argue that adaptation of the advertising strategy across boundaries is more appropriate, due to differences in the buying motives and cultures of the consumer (e.g. Helming, 1982, Youvich, 1982; Kotler 1986). Some academics suggest a combination of standardization and adaptation (Quelch and Hoff, 1986; Peebles et al., 1977). The authors list several factors (related to local, firm and intrinsic determinants) which influence international advertising decisions, and the degree of standardization or adaptation that may be appropriate for the firm. They conclude with a proposal of a continuum for international advertising decisions, showing, on one hand, the standardized creative advertising strategies and tactics, and on the other, the adapted creative advertising strategies and tactics.

The specific elements that can be adapted or standardized along the continuum, are the key advertising decisions any firm has to make:
- What is the message? (Creative strategy: intention of the message; appeal)
- Who is the target market? How must the message be constructed to reach them? (Creative tactics)
- Which media is most effective? (Media strategy) (F. Brassington et al., (2003)).

"Creative strategy refers to the advertising concept or theme (promise/claim), while creative tactics relate to the way in which the advertising strategy is expressed or "executed" in the finished advertisements (e.g. visual elements, headlines, content of appeal, process of appeal)" (Papavassiliou, 1990, p.505).

In the following section, the continuum is introduced, with the factors influencing international advertising strategies. Standardized or adapted conditions are illustrated, and research evidence given wherever necessary in the article.
Subsequently, the research methodology is scrutinized and eventual improvements/gaps shown. Finally, a comment is made on what the article contributed to our understanding of international marketing.
(p.518-523)

Extraits

[...] The article did this through creating the IASC (Stanford University [online]). However, academic literature, in some subject areas, was insufficient (see below). Gaps identified where “more empirical research is needed” can damage the credibility of the study. Furthermore, existing literature is to some extent outdated (mainly 1980s). This paper was written in 1997, and advertising standardisation was a relatively new topic for study. If the paper were written today there would likely be more empirical evidence to support the conclusions drawn. [...]

[...] International advertising objectives: research evidence is weak, as the article gives only a very general definition. Furthermore, there are no real life examples of international advertising objectives. The media strategy determinant only shows research evidence for standardisation, according to Albaum et al (1990) or Meffert and Althans, (1992). The “other elements of the communication factor shows very weak research evidence and only for Standardisation. Zankhan (1994) believes that companies create intergraded communications to produce co-ordinated communications effort, thus promoting standardised international advertising strategies. [...]

[...] The IASC consequently shows the relationship of these factors and the advertising effectiveness Determinants influencing Standardisation or Adaptation of International Advertising Strategies & Tactics (IAST) 1. “Consumer involvement” variable According to the authors, “consumer involvement in the purchase decision- making process” (e.g. product, personal, media and message involvement etc.) is the most important factor in deciding which elements of advertising decisions (creative strategy and tactics, and media strategy) to standardise and which to adapt. The reason is that the three different determinants influencing IAST decisions are expressed through this “involvement” variable, which is about personal value systems of the customers. [...]

[...] Standardization versus adaptation of international advertising strategies : towards a framework Table of contents 1. Introduction 2. Introduction to IASC 3. Determinants influencing Standardisation or Adaptation of International Advertising Strategies & Tactics (IAST) 3.1 “Consumer involvement” variable 3.2 Standardisation 3.3 Adaptation 4. Methodology 5. Judgement of the quality of the article 5.1 Pros and Cons of the Article 5.2 What did the article contribute to our understanding of International Marketing? 6. Conclusion Reference List Appendix - Research Evidence 1. Introduction The purpose of this article by Papavassiliou and Stathakopoulos was to create a framework capable of detailing the environmental determinants that affect the degree of standardisation or adaptation needed in international advertising decisions. [...]

[...] Levitt Buzell 1968 and Killough 1978), while others argue that adaptation of the advertising strategy across boundaries is more appropriate due to differing consumer buying motives and cultures (e.g. Helming Youvich, 1982; Kotler 1986). Some academics suggest a combination of standardisation and adaptation (Quelch and Hoff, 1986; Peebles et al., 1977). The authors appreciate several factors (related to local, firm and intrinsic determinants) that influence international advertising decisions and the degree of standardisation or adaptation that may be appropriate for the firm. [...]