International advertising strategy: a review, reassessment and recommendation
Article
Melewar, T. and Vemmervik, C. 2004. International advertising strategy: a review, reassessment and recommendation. Management Decision. 42 (7), pp. 863-881. https://doi.org/10.1108/00251740410550934
Type | Article |
---|---|
Title | International advertising strategy: a review, reassessment and recommendation |
Authors | Melewar, T. and Vemmervik, C. |
Abstract | This paper reviews and critiques the standardization debate in international advertising strategy. First, the paper identifies the standardization, adaptation and compromise schools of advertising including their advantages and disadvantages and then presents some of the contingency models with special focus on variables related to products, customer segments and organization. Then, a number of deficiencies in the academic literature as a whole are presented. The conclusion is that the preferred school of advertising is the compromise school, but that the continuum perspective is of little use to practitioners as they want to know what variables determine the position on the standardization continuum in their sector and whether the level of standardization is increasing or decreasing. |
Research Group | Strategic Marketing, Consumer Behaviour and Branding/Identity group |
Publisher | Emerald |
Journal | Management Decision |
ISSN | 0025-1747 |
Publication dates | |
2004 | |
Publication process dates | |
Deposited | 26 May 2014 |
Output status | Published |
Digital Object Identifier (DOI) | https://doi.org/10.1108/00251740410550934 |
Language | English |
https://repository.mdx.ac.uk/item/84vq1
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