ADAPTATION OF ADVERTISEMENT CAMPAIGNS TO FOREIGN MARKETS. A CONTENT ANALYSIS
Keywords:
Adaptation, standardisation, cross-cultural marketing, advertising, car manufacturer.Abstract
The present paper examines whether multinational companies adapt their global advertising campaigns to the country of destination or standardise their communication strategy. The contingency hypothesis is widely accepted as an appropriate solution for the standardisation/adaptation debate. However, little research has been conducted to reveal which contingency variables are actually considered by multinational companies to define the appropriate degree of adaptation. We assume that the decision whether to convince by information or emotions depends upon the economic condition of the country of destination. The frequency of specific design elements is supposed to be influenced by the cultural profile of the target country. A content analysis of German and Russian print advertisements supports our assumptions to a large extent. Nevertheless, we found that German car manufacturers address the high Power Distance Index (PDI) of the Russian Federation insufficiently.
References
Agrawal, M. (1995), «Review of a 40-year Debate in International Advertising», International Marketing Review, 12 (1), 26.
Albers-Miller, N. D. and B. D. Gelb (1996): «Business Advertising Appeals as a Mirror of Cultural Dimensions: A study of Eleven Countries», Journal of Advertising, 25 (4), 57–70.
Antonides, G. (1989), «An Attempt at Integration of Economic and Psychological Theories of Consumption», Journal of Economic Psychology, 10 (1), 77–99.
Berelson, B. (1952), «Content Analysis in Communication Research», Glenocoe, III.: Free Press.
Boddewyn, J. J., R. Soehl and J. Picard (1986), «Standardization in International Marketing: Is Ted Levitt in Fact Right?» Business Horizons, 29 (6), 69–75.
Britt, S. H. (1974), «Standardizing Marketing for the International Market», Columbia Journal of World Business, 9 (4), 39–45.
Buzzell, R. D. (1968), «Can you Standardize Multinational Marketing?», Columbia Journal of World Business, 4 (3), pp. 69–75.
Chandra, A., D. A. Griffith and J. K. Ryans Jr. (2002), «The Association between Process and Program Advertising Standardization: An Illustration of U.S. Multinationals Operating in India», Advances in International Marketing, 12 , 67–84.
Cheng, H. and J. C. Schweitzer (1996), «Cultural Values Reflected in Chinese and U. S. Television Commercials», Journal of Advertising Research, 36 (3), 27–45.
Cureton, E. (1959), «Note on Phi/Phimax», Psychometrika, 24 (1), 89–91.
Dallmann, K. M. (1998), «Kultur und Werbung», Delmenhorst: Riek.
De Mooij, M. (1998), «Global Marketing and Advertising: Understanding Cultural Paradoxes», Thousand Oaks, CA: Sage.
De Mooij, M. (2001), «The Impact of Culture on Advertising», in: I. Kloss (ed.), Advertising Worldwide, Heidelberg: Springer, 1–24.
De Mooij, M. (2003), «Convergence and Divergence in Consumer Behaviour: Implications for Global Advertising», International Journal of Advertising, 22 (2), 183–202.
De Mooij, M. (2004), «Consumer Behaviour and Culture: Consequences for Global Marketing», Thousand Oaks, CA: Sage.
Diamantopoulos, A., B. B. Schlegelmilch and J. P. du Preez (1995), «Lessons for Pan-European Marketing? The Role of Consumer Preferences in Fine-Tuning the Product-Market Fit», International Marketing Review, 12 (2), 38–52.
Djursaa, M. and S. U. Kragh (1988), «Central and Peripheral Consumption Contexts: The Uneven Globalization of Consumer Behaviour», International Business Review, 7 (1), 23–28.
Domzal, T. and L. Unger (1987), «Emerging Positioning Strategies in Global Marketing,» Journal of Consumer Marketing, 4 (4), 23-40.
Douglas, S. P. and S. C. Craig (1986), «Global Marketing Myopia,» Journal of Marketing Management, 2 (2), 155-169.
Duncan, T. and J. Ramaprasad (1995), «Standardized Multinational Advertising: The Influencing Factors», Journal of Advertising, 24 (3), 55–68.
Elinder, E. (1961), «How International can Advertising be?» International Advertiser, 2, 12–6.
Fatt, A. C. (1964), «A Multinational Approach to International Advertising», International Advertiser, 5 (9), 17–20.
Goodyear, M. (1993), «Reviewing the Concept of Brands and Branding», Marketing and Research Today, 21 (2), 75–79.
Gould, S. J. and Y. Minowa (1994), «Are they Saying the Same Thing? An Exploratory Study of Japanese and American Automobile Advertising», in: B. G. Englis (ed.), Global and Multi-National Advertising, Hillsdale, NY: Erlbaum, 193–204.
Greenacre, M. J. (1993), «Correspondence Analysis in Practice», London: Academic Press.
Gürhan-Canli, Z. and D. Maheswaran (2000), «Cultural Variations in Country of Origin Effects», Journal of Marketing Research, 37 (3), 309–317.
Harvey, M. G. (1993), «Point of View: A Model to Determine Standardization ёof the Advertising Process in International Markets», Journal of Advertising Research, 33 (4), 57–64.
Hill, M. O. (1974), «Correspondence Analysis: A Neglected Multivariate Method», Applied Statistics, 23 (3), 340–354.
Hofstede, G. (2001), «Culture’s Consequences : Comparing Values, Behaviors, Institutions, and Organizations Across Nations», Thousand Oaks, CA: Sage.
Hofstede, G. and M. H. Bond (1988), «The Confucius Connection: From Cultural Roots to Economic Growth», Organizational Dynamics, 16 (4), 5–21.
Holbrook, M. B. (1987), «Mirror, Mirror, on the Wall, What’s Unfair in the Reflections on Advertising?» Journal of Marketing, 51 (3), 95–103.
Inglehart, R. (1977), «The Silent Revolution: Changing Values and Political Styles among Western Publics», Princeton, NJ: Princeton University Press.
Kanso, A. and R. A. Nelson (2002), «Advertising Localization Overshadows Standardization», Journal of Advertising Research, 42 (1), 79–89.
Keegan, W., B. B. Schlegelmilch and B. Schöttinger (2002), «Globales Marketing-Management», München: Oldenbourg.
Keller, R. (1999), «Interkulturelle Marketingkommunikation in Theorie und Praxis», in T. Bungarten (ed.), Sprache und Kultur in der interkulturellen Marketingkommunikation, Tostedt: Attikon-Verlag, 106–112.
Kozminski, A. K. (1991), «Consumers in Transition from the Centrally Planned Economy to the Market Economy», Journal of Consumer Policy, 14 (4), 351–369.
Laroche, M. (2001), «A Model of Advertising Standardization in Multinational Corporations», Journal of International Business Studies, 32 (2), 249–266.
Lee, C. W., Y. G. Suh and B.-J. Moon (2001), «Product-Country Images: The Roles of Country-of-Origin and Country-of-Target in Consumers’ Prototype Product Evaluations», Journal of International Consumer Marketing, 13 (3), 47–62.
Leonidou, L. C. (1992), «Understanding the Russian Consumer», Marketing Research Today, 20 (1), 75–83.
Levitt, T. (1983), «The Globalization of Markets», Harvard Business Review, 61 (3), 92–103.
Lin, C. A. (2001), «Cultural Values Reflected in Chinese and American Television Advertising», Journal of Advertising, 30 (4), 83–94.
Loeffler, M. (2002), «A Multinational Examination of the ‘(non-) Domestic Product’ Effect», International Marketing Review, 19 (5), 482–498.
Madden, C. S., M. J. Caballero and S. Matsukubo (1986), «Analysis of Information Content in U. S. and Japanese Magazine Advertising», Journal of Advertising, 15 (3), 38–45.
Melewar, T. C., and Claes Vemmervik (2004), «International Advertising Strategy: A Review, Reassessment and Recommendation», Management Decision, 42 (7), 863–881.
Moon, B.-J. and S. C. Jain (2001), «Consumer Processing of International Advertising: The Roles of Country of Origin and Consumer Ethnocentrism», Journal of International Consumer Marketing, 14 (1), 89–109.
Nakata, C. and Y. H. Pokay (2004), «Culture Studies in the Global Marketing Literature: Current State and Future Directions», Journal of International Marketing and Marketing Research, 29 (3), 111–130.
Naumov, A. I. and S. M. Puffer (2000), «Measuring Russian Culture Using Hofstede’s Dimensions», Applied Psychology, 49 (4), 709–718.
Onkvisit, S. and J. J. Shaw (2002), «Marketing/Advertising Concepts and Principles in the International Context», in C. R. Taylor (ed.) Advances in International Marketing, Amsterdam: JAI, 85–100.
Oreg, S. and Katz-Gerro, T. (2006), «Predicting Proenvironmental Behavior Cross-Nationally: Values, the Theory of Planned Behavior, and Value-Belief-Norm Theory», Environment and Behavior, 38 (4), 462–483.
Pae, J. H., S. Samiee and S. Tai (2002), «Global Advertising Strategy», International Marketing Review, 19 (2/3), 176.
Papavassiliou, N. (1990), «Advertising Planning: An Analytical Approach to the Problem», The Quarterly Review of Marketing, 15 (3), 14–17.
Papavassiliou, N. and V. Stathakopoulos (1997), «Standardization versus Adaptation of International Advertising Strategies: Towards a Framework», European Journal of Marketing, 31 (7/8), 504–527.
Pollay, R. W. (1983), «Measuring the Cultural Values Manifest in Advertising», Current Issues & Research in Advertising, 6 (1), 71–92.
Pollay, R. W. and K. Gallagher (1990), «Advertising and Cultural Values: Reflections in the Distorted Mirror», International Journal of Advertising, 9 (4), 359–375.
Pratt, E. E. (1956), «Building export sales-advertising», Modern International Commerce, 8 (1), 19–22.
Resnik, A. and B. L. Stern (1977), «An Analysis of Information Content in Television Advertising», Journal of Marketing, 41 (1), 50–53.
Schwartz, S. H. (1992), «Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries», Advances in Experimental Social Psychology, 25 (1), 1–65.
Sheth, J. N. (1972), «A Conceptual Model of Long Range Multinational Planning», Management International Review, 12 (4-5), 3–10.
Sirisagurl, K. (2000), «Global Advertising Practices: A Comparative Study», Journal of Global Marketing, 14 (3), 77–96.
So, S. L. M. (2004), «A Comparative Content Analysis of Women’s Magazine Advertisements from Hong Kong and Australia on Advertising Expressions», Journal of Current Issues & Research in Advertising, 26 (1), 47–58.
Solberg, C. A. (2002), «The Perennial Issue of Adaptation or Standardization of International Marketing Communication: Organizational Contingencies and Performance», Journal of International Marketing, 10 (3), 1–21.
Steenkamp, J.-B. E. M. and F. Ter Hofstede (2002), «International Market Segmentation: Issues and Perspectives», International Journal of Research in Marketing, 19 (3), 185–213.
Suerdem, A. (1994), «Social de(re) Construction of Mass Culture: Making (non) Sense of Consumer Behavior», International Journal of Research in Marketing, 11 (4), 423–443.
Supphellen, M. and K. Grønhaug (2003), «Building Foreign Brand Personalities in Russia: The Moderating Effect of Consumer Ethnocentrism», International Journal of Advertising, 22 (2), 203–226.
Triandis, H. C. (1982), «Dimensions of Cultural Variation as Parameters of Organizational Theories», International Studies of Management & Organization, 12 (4), 139–169.
Trompenaars, F. and C. Hampden-Turner (1999), «Riding the Waves of Culture: Understanding Cultural Diversity in Business», London: Nicholas Brealey.
Usunier, J.-C. (2000), «Marketing Across Cultures», London: Prentice-Hall.
van Herpen, E. (2000), «The Information Content of Magazine Advertising in Market and Transition Economies», Journal of Consumer Policy, 23 (3), 257–283.
Ward, A. (1988), «Circumventing Babel – Marketing Real Sense of MultiNational Qualitative Research», Seminar on International Marketing Research, 16th–18th Nov, Englefield Green, 95–102.
Yoo, B. and N. Donthu (2002), «Culture’s Consequences: Comparing Values, Behaviors, Institutions and Organizations across Nations», Journal of Marketing Research, 39 (3), 388–389.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
