Consumer Perspectives on Standardization in International Advertising: A Student Sample

ABSTRACT Despite comprehensive discussion in the literature on standardization versus localization of international advertising, the term standardization itself still needs clarification; especially the question which elements of advertisements must be identical so that an international advertising campaign is perceived as standardized needs further research. Since consumers are the target group of advertising, it is essential to conduct such research from their perspective. This research provides the required perspective using multivariate analysis methods, choosing students as an important example for a consumer segment. Empirical surveys conducted in three European countries, using examples of print advertisements, suggest that visual aspects exert the most significant influence on the perceived similarity of advertising.