Exploring Culture's Influence on Standardization Dynamics of Creative Strategy and Execution in International Advertising

Abstract

This study modeled and tested the dynamic relationship between standardization in creative strategy and execution in two culturally distinct countries. It also examined the influence of culture on standardization of creative strategy and execution. Results show that culture impacts execution more than creative strategy. The study suggests that it makes sense for international advertisers to develop a single creative strategy to use globally so long as execution accounts for culture. The more culturally different the target market is from the home country, the more localized the execution should be.