International Advertising Standardization: What do the Multinationals Actually Standardize?
International Advertising Standardization: What do the Multinationals Actually Standardize?
复制标题
国际广告标准化：跨国公司实际上标准化了什么？
DOI：
10.1177/1069031x9400200402
复制
发表时间：
1994
期刊：
影响因子：
--
通讯作者：
G. Harris
中科院分区：
文献类型：
--
作者：
G. Harris
这篇文章报告了一项研究的国际广告的做法，一个样本的主要美国和欧洲的跨国公司在欧共体。研究的目的是调查抽样公司实际实施的国际广告标准化的详细形式，并确定它们在标准化范围内的广泛程度。在哪些执行要素被标准化、这些要素被标准化的程度以及这些做法如何因市场而异方面，发现了许多排列组合。这些研究结果表明，标准化是一种灵活和适应性强的政策，可以采取多种形式，使用“修改”一词来描述那些既不完全适应也不完全标准化的公司的做法，其描述价值有限。换句话说，这些公司不应被归类为同质集团。这些发现很重要，因为这些公司的做法背后的理由可能与做法本身一样不同。这些研究结果的影响有关的广告标准化的好处分析，然后进行了讨论。
This article reports on a study of the international advertising practices of a sample of major United States and European multinationals in the EC. The objective of the study was to investigate the detailed forms of international advertising standardization actually practiced by the sampled companies and establish how widely spread they were across the standardization spectrum in terms of the extent of standardization practiced. Many permutations were found in terms of which executional elements were standardized, the extent to which these elements were standardized and how these practices varied by market. These findings indicate that standardization is a flexible and adaptive policy that can take many forms and that to use the term “modified” to describe the practices of all those companies who neither totally adapt, nor totally standardize, is of limited descriptive value. In other words, these companies should not be categorized as a homogenous group. These findings are important because the rationales behind the practices of these companies are likely to vary as much as the practices themselves. The implications of these findings regarding analysis relating to the benefits of advertising standardization are then discussed.