Abstract
Four arguments in favour of the global standardization of a brand's advertising are analysed: that a single message worldwide strengthens a brand's image and its sales performance; that markets across the world are becoming more and more alike in their demand characteristics; that the marketing skills in a company's headquarters are under-utilized unless applied internationally; and that there are sufficiently significant economies of scale to justify globalization. The author challenges each of these arguments and suggests that it is only in very rare cases that there is any economic logic behind the drive for advertising standardization across the globe.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: 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.