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The standardization of advertising for international markets has been much discussed in the literature, although there is little empirical evidence on how far standardized advertisements are used in practice. What research has been undertaken has investigated the incidence of standardized international advertising between the USA and Europe. This article pursues the topic within the European framework and develops a method for comparing advertising used in more than one country. The model is then tested to compare advertisements in the same medium for the same brands in two culturally diverse European countries, France and the UK. The findings show that complete standardization of copy and layout is possible in only very few cases and that in most instances modifications occur.
Whitelock et al. (Sun,) studied this question.
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