Standardisation contre adaptation des stratégies internationales de publicité : vers un cadre d'analyse

Commentaire de texte Marketing & marques Marketing international

Date de publication :

12/06/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

10 pages

Niveau :

grand public

Consulté :

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Avis client :

non évalué

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Sommaire :

Sommaire

Determinants influencing Standardisation or Adaptation of International Advertising Strategies & Tactics (IAST)
1. ''Consumer involvement'' variable
2. Standardisation (S)
3. Adaptation (A)
Methodology
Judgement of the quality of the article
1. Pros and Cons of the Article
2. What did the article contribute to our understanding of International Marketing

Résumé :

The purpose of this article by Papavassiliou and Stathakopoulos was to create a framework capable of detailing the environmental determinants that affect the degree of standardisation or adaptation needed in international advertising decisions.
Some studies argue that a standardised advertising strategy is the most desirable option when consumer needs are universal, while others argue that adaptation of the advertising strategy across boundaries is more appropriate due to differing consumer buying motives and cultures. Some academics suggest a combination of standardisation and adaptation.
The authors appreciate several factors (related to local, firm and intrinsic determinants) that influence international advertising decisions and the degree of standardisation or adaptation that may be appropriate for the firm. They conclude with a proposal of a continuum for international advertising decisions, showing, on one end, standardised creative advertising strategy and tactics, and on the other, adapted creative advertising strategy and tactics.

The specific elements that can be adapted or standardized along the continuum are the key advertising decisions any firm has to make: what is the message? (Creative strategy: intention of the message; appeal); who is the target market? How must the message be constructed to reach them? (Creative tactics); which media is most effective? (Media strategy).