Advantages Of Advertising Standardization

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According to the American Marketing Association, “marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (2016). Most would agree that the job of a marketer is very complex and involves partnering and working with many other divisions within an organization. For this essay the focus is global advertising strategy.
Advertising is a part of the larger marketing scheme and falls into the “4 P’s” of marketing, specifically the promotion portion. Since the entire goal of marketing is to, in the simplest terms, “get the right product in the right place, at the right price, at the right time” (GO2 Advertising,
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Melewar and Vemmervik (2004) make two criticisms with the definition, the first criticism asking “what elements must be standardized for an advertisement to qualify as standardized?” and the second, “what parts of the advertising process can be standardized?” Although there is no clear definition or agreement of what qualifies as a standardized ad, there is the agreement that the photographs used is one of the most important elements if a company is attempting to standardize its product or service (Melewar and Vemmervik, 2004). A student-based survey, done in the Netherlands, Germany and France with 72 respondents in each country, found that the most important element in a standardized ad campaign was the picture used, followed, by importance, the layout, ad topic and language (Backhaus et al., 2001). Those who argue for standardization believe that “due to faster communication there is a convergence of markets that consumers are becoming increasingly similar.” There is also the benefit of “cost reductions and consistent brand image” (Melewar and Vemmervik, 2004). Although these points are valid the arguments against standardization say that “a cost reduction does not automatically imply profit maximization as standardization may make the advertising unappealing to target segments …show more content…
Marketers are able to take into consideration internal and external factors with this strategy and take the best parts from both. Papavassilou and Stathakopolous (1997) created a theoretical framework of the advertising strategy continuum, as previously alluded to, and came to the conclusion that there are three main areas of impact, the local environment, the firm environment and the intrinsic determinants. From these main areas they came to the conclusion that advertising adaptations let firms create campaigns that are culturally specific and give it a competitive edge in the market. The main point of the contingency strategy tries to accomplish to what degree of standardization and adaptation is necessary based on internal and external factors. Melewar and Vemmervik (2004) believe that there are three contingency variables that should be given special attention. They include “(1) product related factors; (2) customer segments; and (3) organizational

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