Abstract:

The globalization versus localization of advertising debate continues. However, because of the increasing trend for marketers to globalize their ads, the focus of recent papers has become how to best standardize ads, instead of whether to standardize. This paper analyses the response patterns to advertising around the world. It draws on analysis and ideas from two previous papers into whether there are groups of countries for which ads can be standardized, and also whether global advertising campaigns are less effective than those developed locally. This paper has been designed to give marketers a better understanding of how to structure their advertising, with a view to making it more effective.