Abstract
Abstract International advertising has been dominated for over two decades by the standardization-adaptation of advertising message controversy. This study reports how selected structural and environmental elements impact multinational corporation decisions to change or maintain sales platforms and creative contexts of advertising themes. It was found that message adaptations are more likely in high sales subsidiaries and in high GNP per capita markets. Few significant differences were found between developed and developing markets as to reasons given to adapt and standardize themes.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
