Advertising Standardisation in India: US Multinational Experience
Aruna ChandraIndiana State University David A. GriffithUniversity of Hawaii andJohn K. Ryans, JrKent State University
In 1923, Goodyear's David Brown (Brown, 1923) advocated the use of international programme standardisation, and Bausch and Lomb's Carl Propson argued the need for 'localisation' (Propson, 1923). Since that time, international marketing managers and academics alike have actively struggled with the issue of the standardisation of advertising programmes (Onkvisit and Shaw, 1999). However, despite the burgeoning research and managerial experience related to this topic, the fundamental elements of advertising standardisation remain unclear. On...