Advertising Localization Overshadows Standardization

ABSTRACT The controversy over the use of standardized advertising campaigns has not been settled. Very little research has examined the role of American and non-American subsidiaries in designing and implementing campaigns for nondomestic markets. This study investigates the attitudes of these executives in two European countries. The findings reveal that almost two-thirds of the subsidiaries use the localized approach and that many major obstacles still impede the standardization of advertising campaigns. The study suggests that the use of similar appeals, symbols, and even themes to target foreign countries is ill advised.