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...