The Tension between Strategy and Execution: Challenges for International Advertising Research -
Globalization is Much More Than Universal Branding

John B. Ford

Old Dominion University

Barbara Mueller

San Diego State University

Charles R. Taylor

Villanova University

Insights from

Nigel Hollis

Millward Brown

INTRODUCTION

Though there certainly was a significant amount of trade 50 years ago when the Journal of Advertising Research began publication, the notion of international advertising had received scant attention. This would begin to change in the 1960s, and subsequent decades would see a dramatic increase in the amount of attention paid to global advertising. Such greater interest makes sense: a new global economy generated a widespread understanding among advertising practitioners and academicians that businesses needed a deeper understanding of how to operate effectively in foreign markets.