Advertising Standardization in India: US Multinational Experience

David A. Griffith and Aruna Chandra

Examines the issue of standardisation of advertising by multinational companies. Various factors are identified relating to the degree to which a firm does or does not adopt a standardised approach: target market, market position, nature of product, environmental factors, organisational factors.

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...

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