Standardized multinational advertising: The influencing factors

Tom Duncan, Jyotika Ramaprasad

Research output: Contribution to journalArticlepeer-review

90 Scopus citations


Advertising for multinational products uses standardization most often in strategy, less often in executions, and least often in language. This study’s international sample of advertising agency executives considers creative impact the most important and pressure (from time, client, etc.) the least important reason to use some form of standardized advertising. Despite this, it is views on client pressure which explain most of the variance in views on future use of standardization. That is, those respondents who believe that client pressure is increasing also believe that overall use of standardization will increase. A separate sample of agency executives reinforced some of these findings, particularly the role of the successful, big idea and client pressure in making the decision to standardize. Copy research also plays a role in standardization recommendations, but it is not used as extensively as might be necessary.

Original languageEnglish (US)
Pages (from-to)55-68
Number of pages14
JournalJournal of Advertising
Issue number3
StatePublished - 1995
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing


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