haku: @author Almurshidee, K.A. / yhteensä: 1
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| Tekijä: | Karande, K. Almurshidee, K.A. Al-Olayan, F. |
| Otsikko: | Advertising standardisation in culturally similar markets: can we standardise all components? |
| Lehti: | International Journal of Advertising
2006 : VOL. 25:4, p.489-512 |
| Asiasana: | advertising culture |
| Vapaa asiasana: | content analysis standardisation |
| Kieli: | eng |
| Tiivistelmä: | This paper proposes a framework for standardisation of ad content based on countriesÂ’ cultural and socio-economic similarity. Prior research implies that when advertising in culturally similar markets, advertisers use standardised advertising. Two types of ad content, culturally normative and product-related, are examined. It is shown that culturally normative ad content is predominantly culture-driven, and standardisation is possible. However, product-related content is influenced by both cultural and socio-economic factors. Thus, it is suggested that standardisation is not appropriate for product-related ad content when socio-economic differences exist among culturally similar markets. The paper also identifies conditions under which standardisation of the two types of ad content is appropriate. |
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