GLOBAL ADVERTISING IN THE INTERNET ERA: THE STANDARDIZATION-CUSTOMIZATION DEBATE REVISITED

Rasha Y. TANTAWY, Babu P. GEORGE

Abstract


Advertising is a huge worldwide industry growing in importance due to the high penetration rate through mainstream media channels and the internet, reflecting social values worldwide. While the standardization versus localization debate has quite matured in the case of traditional advertising, it has not yet touched upon most critical issues related to digital marketing. The paper reviews the literature, compares both the strategies, and conclude with recommendations for global advertising decision makers.


Keywords


global advertising; adaptation; standardization; e-marketing; digital; culture

References


Aaker, D. (2014). The Five Biggest Ideas of the Branding Era. Retrieved on September 2015 from: https://www.ama.org/publications/MarketingNews/Pages/five-biggest-ideas-branding-era.aspx

Aaker, D. and Joachimsthaler, E. (1999). The Lure of Global Branding. Harvard business review.

Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of marketing, 67(2), 76-88.

Boykin, G. (2015). What Is the Difference in Global Advertising & International Advertising? Demand Media. Retrieved on September 2015 from: http://smallbusiness.chron.com/difference-global-advertising-international-advertising-66112.html

Cateora, Ph.R. (1990) _. International Marketing, Seventh Edition, IRWIN, Boston.

Cheon, H.J., Cho, C.H. and Sutherland, J. (2007). A Meta-Analysis of Studies on the Determinants of Standardization and Localization of International Marketing and Advertising Strategies. Journal of International Consumer Marketing, 19(4), 109-147.

Craig, C. S., & Douglas, S. P. (2005). International marketing research. Chichester: John Wiley & Sons.

Cisco (2015). The Zettabyte Era—Trends and Analysis. Retrieved October 2015 from: http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/VNI_Hyperconnectivity_WP.html

De Mooij, M. (2003). Convergence and divergence in consumer behavior: implications for global advertising. International Journal of advertising, 22(2), 183-202.

De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.

Desavelle, H.K., Mäkinen, S. (2007). Addressing the Consumer in Standardized Advertisements:

Linguistic Cues in French and Finnish Technology Products’ Advertising Texts.

Fairweather, N.B. and Rogerson, S. (2003). The Problems of Global Cultural Homogenization in a Technologically Dependent World. Info, Comm. & Ethics in Society. Troubador Publishing Ltd

Fatt, A.C. (1964), A Multinational Approach to International Advertising, International Advertiser, September, 17-20.

Green, R.T., Cunningham, W.H. and Cunningham, C.M. (1975). The Effectiveness of Standerdized Global Advertising. Journal of Advertising, 4(3), 25-29. Published online: 28 May 2013

Hercher, J. (2015). For Global Advertisers, All Roads Lead To Mobile. Retrieved September 2015 from: http://adexchanger.com/mobile/for-global-advertisers-all-roads-lead-to-mobile/

Keegan, W. J., & Schlegelmilch, B. B. (2001). Global marketing management: A European perspective. Pearson Education.

Kotier, P., & Armstrong, G. (1996). Principles of marketing. The European Edition. UK: London

Levitt, T. (1986). Marketing Imagination: New. Simon and Schuster.

Milovanovic, G. (1997). Dimensions of Global Advertising. The scientific journal Facta Universitatis. Series: Economics and Organization, 1(5), 71-78.

Okazaki, S. (2005). New perspectives on m-commerce research. Journal of Electronic Commerce Research, 6(3), 160-164.

Onkvisit, S., & Shaw, J. J. (2004). International marketing: Analysis and strategy. Psychology Press.

Papavassiliou, N., & Stathakopoulos, V. (1997). Standardization versus adaptation of international advertising strategies: towards a framework. European Journal of Marketing, 31(7), 504-527.doi: 10.1108/03090569710176646

Quelch, J. A., & Hoff, E. J. (1986). Customizing global marketing. Harvard Business Review, 64(3), 59-68.

Sinkovics, R.R., Yamin, M. and Hossinger, M. (2007). Cultural Adaptation In Cross Border E-Commerce: A Study of German Companies. Journal of Electronic Commerce Research, 8(4), 221-222.

De Souza Almeida, L.M. (2015). Targeting Brazilian Market through Digital Branding Strategies: The Relevance of the Cultural Dimension. Open Journal of Business and Management, 3, 30-39.

http://dx.doi.org/10.4236/ojbm.2015.31004

Statista: The Statistics Portal. Retrieved September 2015 from www.statista.com

Vivekanandan, K., & Rajendran, R. (2006). Export marketing and the World Wide Web: perceptions of export barriers among Tirupur knitwear apparel exporters-an empirical analysis. Journal of Electronic Commerce Research, 7(1), 27-40.

Wind, J. and Mahajan, V. (2001) Digital Marketing: Digital Strategies from the World’s Leading Experts. John Wiley& Sons, Inc., New York.

Yalcin, E. and Cimendag, I. (2012). Global marketing advertising with cultural differences: How can global companies better address cultural differences in marketing advertising in the Middle East? Master's thesis in International Marketing.

Yip, G., (1989), “Global Strategy: In a World of Nations?” Sloan Management Review, 31 (Fall), 29-41.


Full Text: PDF

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.