Standardized Multinational Advertising: The Influencing Factors
Standardized Multinational Advertising: The Influencing Factors
复制标题
标准化跨国广告：影响因素
DOI：
10.1080/00913367.1995.10673483
复制
发表时间：
1995
期刊：
影响因子：
--
通讯作者：
J. Ramaprasad
中科院分区：
文献类型：
--
作者：
T. Duncan;J. Ramaprasad
跨国产品的广告在策略上最常使用标准化，在执行上较少，在语言上最少。这项研究的国际样本的广告公司高管认为创造性的影响最重要的和压力（从时间，客户等）。使用某种形式的标准化广告的最不重要的原因。尽管如此，这是客户的压力，解释了大部分的差异，在未来使用标准化的看法的看法。也就是说，那些认为客户压力正在增加的受访者也认为标准化的总体使用将增加。另一个机构高管样本强化了其中的一些发现，特别是成功的大创意和客户压力在标准化决策中的作用。复制研究在标准化建议中也发挥了作用，但它并没有像必要的那样广泛使用。
Advertising for multinational products uses standardization most often in strategy, less often in executions, and least often in language. This study's international sample of advertising agency executives considers creative impact the most important and pressure (from time, client, etc.) the least important reason to use some form of standardized advertising. Despite this, it is views on client pressure which explain most of the variance in views on future use of standardization. That is, those respondents who believe that client pressure is increasing also believe that overall use of standardization will increase. A separate sample of agency executives reinforced some of these findings, particularly the role of the successful, big idea and client pressure in making the decision to standardize. Copy research also plays a role in standardization recommendations, but it is not used as extensively as might be necessary.