Standardized International Advertising:

Abstract

While the case for and against standardized global marketing practices has been made by corporate executives, the role played by the multinational advertising agency staff in the decision making process has not been fully explored. This study compares the views of standardized international advertising as reported by experienced advertising agency executives and their multinational counterparts. It reveals that the two groups agree on the relative importance of most critical factors in the marketing plan. The agency executives felt, however that despite their experience, their long-standing relationship with multinational clients and apparent agreement with their counterparts' attitudes toward the importance of certain marketing conditions, the influence the agency has on the decision to standardize international advertising is negligible.