Cross-national standardisation of advertisements

L. Padley, C. L. Hung and S. Hudson

This paper examines the effectiveness of TV advertising campaigns specifically designed for ethnic Chinese Canadians.

Crossnational standardisation of advertisements:

a study of the effectiveness of TV advertisements targeted at Chinese Canadians in Canada

S. HudsonUniversity of Calgary

C. L. HungUniversity of Calgary

and

L. PadleyUniversity of Calgary

Introduction

Every year marketers spend billions of dollars on advertising, targeting people in their home country and potential customers abroad. While there is clearly a need to design or adapt advertisements to suit the needs of diverse national markets, there is also an urge to standardise advertisements in different national markets, not only to reduce costs but also to facilitate global product positioning (McCullough 1996)....

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