Crossnational standardisation of advertisements:

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

S. Hudson
University of Calgary

C. L. Hung
University of Calgary

and

L. Padley
University 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).