Abstract:

With the development of the global brand strategy, and accompanying it, the global advertising campaign, there follows closely behind the international advertising tracking research. If there is a uniform brand strategy for each country in which a brand is marketed, and an advertising strategy which emphasises the same brand or product values internationally (or even utilises the same executions or copy for each country), then surely tracking the success of that campaign in each market must be straightforward? The answer, however, is "No" - at least " not from our experience" which is based on more than ten years practical application in Research International of Advertising Monitors in most European countries and the US. With this paper we think it is about time to take stock of what we have learnt about international Advertising Campaigns and the problems of tracking them. We will present some case study material from international brand and advertising research which illustrates the issues which we are discussing.