Abstract
The purpose of this article by Papavassiliou and Stathakopoulos was to create a framework capable of detailing the environmental determinants that affect the degree of standardization or adaptation needed in international advertising decisions.
Some studies argue that a standardized advertising strategy is the most desirable option when consumer needs are universal (e.g. Levitt, 1983, Buzell 1968 and Killough 1978), while others argue that adaptation of the advertising strategy across boundaries is more appropriate, due to differences in the buying motives and cultures of the consumer (e.g. Helming, 1982, Youvich, 1982; Kotler 1986). Some academics suggest a combination of standardization and adaptation (Quelch and Hoff, 1986; Peebles et al., 1977). The authors list several factors (related to local, firm and intrinsic determinants) which influence international advertising decisions, and the degree of standardization or adaptation that may be appropriate for the firm. They conclude with a proposal of a continuum for international advertising decisions, showing, on one hand, the standardized creative advertising strategies and tactics, and on the other, the adapted creative advertising strategies and tactics.
The specific elements that can be adapted or standardized along the continuum, are the key advertising decisions any firm has to make:
- What is the message? (Creative strategy: intention of the message; appeal)
- Who is the target market? How must the message be constructed to reach them? (Creative tactics)
- Which media is most effective? (Media strategy) (F. Brassington et al., (2003)).
"Creative strategy refers to the advertising concept or theme (promise/claim), while creative tactics relate to the way in which the advertising strategy is expressed or "executed" in the finished advertisements (e.g. visual elements, headlines, content of appeal, process of appeal)" (Papavassiliou, 1990, p.505).
In the following section, the continuum is introduced, with the factors influencing international advertising strategies. Standardized or adapted conditions are illustrated, and research evidence given wherever necessary in the article.
Subsequently, the research methodology is scrutinized and eventual improvements/gaps shown. Finally, a comment is made on what the article contributed to our understanding of international marketing.
(p.518-523)
