Consumer Perspectives on Standardization in International Advertising: A Student Sample

Despite comprehensive discussion in the literature on standardization versus localization of international advertising, the term standardization itself still needs clarification; especially the question which elements of advertisements must be identical so that an international advertising campaign is perceived as standardized needs further research.

Consumer Perspectives on Standardization in International Advertising: A Student Sample

Klaus Backhaus, Katrin Mühlfeld, and Jenny Van Doorn University of Muenster, Germany

The standardization of international advertising is a topic that has already been widely discussed. From the supplier side, the case for standardization in international advertising results mainly from a potential for cost reduction and other efficiency gains within the firm (Boote, 1982; Harvey, 1993; Backhaus, Büschken, and Voeth, 2000). Efficiency gains from standardization in advertising will result from cost reductions in strategy and conception, execution and production or placement of the campaign, or...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands