Think and Feel Country Clusters: A New Approach to International Advertising Standardization

Abstract

This article challenges the assumption implicit in regional approaches to international advertising standardization. As such, we address the geographic extent to which advertising can or should be standardized. We develop a model for predicting a country's most prevalent advertising appeals on the basis of cultural and market-related factors. The model is tested and then utilized to provide a positioning map of twenty-three countries and their respective predominant advertising appeals. Four country clusters are identified, with each cluster exhibiting a similar preference for emotional and rational advertising appeals. Contrary to the assumptions underlying regional advertising, the results seem to suggest that countries that are not part of a common geographic region may exhibit similar preferences with respect to the same strategic approach, in spite of cultural differences and lack of regional proximity.