지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
International advertisers up to now continue to be confronted with the Question of whether to standardize or adapt their commercial messages. This debate over the standardization versus adaptation issue has involved both advertising practitioners and academicians interested in transnational advertising issues for at least the past four decades. There are three schools of thought international advertising standardization, adaptation, and the contingency perspective.
Proponents of the standardized approach argue that people all over the world share the same basic needs and motivations, therefore, advertising campaigns can be constructed around these needs and motivations with a universal approach. Advocates of the localized approach attest that standardization of advertising campaigns is not possible because several striking differences-including cultural characteristics, government regulations, and consumer behaviors-exist between nations. As a result of these differences, advertisers must tailor their campaigns on a country-by-country basis.
As the debate over standardized advertising continued, a middle ground began to emerge.
Several writers began to examine the factors that could influence the decision to standardize and, later, others considered the degree to which standardization could occur. These writers argued that in certain circumstances it may be desirable to standardize and in other situations it may not.
This study is to review local market factors which affect the international advertising standardization in order to provide useful guidelines for the firms' international advertising.
Future research directions is summarized as follows.
First, additional research should be done on the link between level of standardization and actual advertising effectiveness, not only in terms of sales but also on corporate, product or brand images. Second, a study should be focused on small/medium sized muitinational companies to explore the generalizability of the results. Finally, future research could investigate advertising practices of MNCs from other countries, particularly MNCs from developing countries.
These areas of research would provide evidence regarding this issue from another perspective and may be of great benefit to both academicians and practitioners.
Proponents of the standardized approach argue that people all over the world share the same basic needs and motivations, therefore, advertising campaigns can be constructed around these needs and motivations with a universal approach. Advocates of the localized approach attest that standardization of advertising campaigns is not possible because several striking differences-including cultural characteristics, government regulations, and consumer behaviors-exist between nations. As a result of these differences, advertisers must tailor their campaigns on a country-by-country basis.
As the debate over standardized advertising continued, a middle ground began to emerge.
Several writers began to examine the factors that could influence the decision to standardize and, later, others considered the degree to which standardization could occur. These writers argued that in certain circumstances it may be desirable to standardize and in other situations it may not.
This study is to review local market factors which affect the international advertising standardization in order to provide useful guidelines for the firms' international advertising.
Future research directions is summarized as follows.
First, additional research should be done on the link between level of standardization and actual advertising effectiveness, not only in terms of sales but also on corporate, product or brand images. Second, a study should be focused on small/medium sized muitinational companies to explore the generalizability of the results. Finally, future research could investigate advertising practices of MNCs from other countries, particularly MNCs from developing countries.
These areas of research would provide evidence regarding this issue from another perspective and may be of great benefit to both academicians and practitioners.
목차
Ⅰ. 서론
Ⅱ. 표준화광고에 대한 기존연구
Ⅲ. 표준화정도에 영향을 주는 현지시장요인
Ⅳ. 결론
참고문헌
ABSTRACT
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