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The Standardized Advertising Approach

In recent years the global market is vital almost every company. To be always a global round the world brings many benefits to the firms. When the firms are becoming a global they have to be standardized their product or improved to local society. According to Levit, all the firms which want to be a global have to standardized their product because real human htiyac are same almost everywhere throughout the world. It will not be consider local ihtiyaclar. The advert also offers to been standardized. Nowadays big companies make an effort to demand standard product but it is not always a rule. Be determined by the new market companies are deciding they are entering the market with standardized product or modified product. Sometimes enter into the marketplace with standardized product bring many advantages. Alternatively it does not work always.

There are extensive culture round the world, the standardized advertising campaign could not work always. This article will look at global advertising, standardized advertising and compromise advertisement and exactly how they will work surrounding the world in Part A. in part B, it will consider high-culture context and low culture framework.



There are two advertising strategies. The first sizing is to what extent an advertisements or a marketing campaign is standardized and the next the physical coverage of the campaign. As indicated early, there are three basic academic institutions of thought regarding advertising standardization. First one is standardization assumes that due to faster communication there's a convergence of market segments which costumer are becoming progressively more similar. Second is an adaptation indicate cultural distinctions and conclude that advertising must be designed and the last one compromise identifies local dissimilarities but also that some extent of advertising standardization is possible.


Definition of standardized or global advertising procedure is practice of advertising the same brand or same product in the same way everywhere surrounding the world. It looks for similarity across countries and segments to capture up a thread to capitalize on adverting. That judgment shows that real human needs and feelings are the same in almost everywhere. Furthermore this communication and transport, technology, create a global market and wishes of costumer about the world become homogenized. Global advertising targets localization and standardization of the advertising company from a online marketing strategy point of view without costumer regarding.

According to Levitt, businesses should take advantages of economies of range in marketing and producing at the same price, the same product with the same subject matter surrounding the world in same time. ( kitap ismi)

There are numerous features of advertising standardization. The main edge is cost saving. The second good thing about using standard advertisements is working costumers by building the image round the world. Third of all, it provides to exploit good ideas that are difficult to acquire worldwide and finally, it can help organizational management in term of planning, control and coordination. The numbers of research are showed that large numbers of company use standardization in their advertisement.

Costumers choose locally advertising campaign and product. However, big brands generally have two types of advertising campaign, one of these is located and the other one is standard advertising campaign.

On the other hands, global ad is not always necessary. For example Coco-cola, Pepsi do some changes to support local norms on their advertisement. Furthermore Levi's jean is a worldwide brand too and it uses localized advertisement.

Multinational companies also use local advertising campaign too. Brands can't be global but they could be accessible range of countries. For example, Palmolive soaps, Mind & Shoulders, the L'oreal mane care line, Nivea body lotions, and volume of airlines ( e. g Lufthansa, British Airways ect. ). Those are companies develop their brands with a business lead company. (kitap ismi)


The version advertising is the opposite view set alongside the standardization advertisements. Adaptation's reason is to create a differential benefit through local sensitivity and increased marketing communications effectiveness in advertisement. (Hite and Fraser, 1990). Those argues for version generally issues to difference among nations in terms of cultures. Periods of economical development, politics and legal system, customer prices and lifestyles are trying to adaptation the united states. (Cavusgil et al. , 1993). This argues marketers need to consider barriers to standardization such as press culture, taste, financial and availability concerns. Those differences it is necessary to develop adapted advertising programmes. Some believe that advertising is more challenging to standardize than the other elements of the marketing mix. For instance, advertising is more resilient to uniformitarian than are products and brands. Advertising is more reliant on cultural impact than other marketing elements. Reason of these characteristics, the visible and verbal parts of advertising are specifically sensitive and use of local terminology, models and landscapes increases the likelihood for the ad to work.

It has been recommended that multicounty advertising campaigns have employment with markets mainly when a brand is significant degree of circumstance to exit. The brand must modified in to commonalities of use patterns and psychographic, ethnical, financial and sociological factors among its concentrate on costumer in each country where is advertised. Multinational promotions are complex because it needs many strategies at the same time for many people and many companies. Advertisements improved can run two ways. One of them is single region development and the next is multicounty development.


The compromise advertising is a middle-of-the-road that not simply recognizes local dissimilarities, but also some degree of advertising standardization isn't just possible but also advisable. One way to look at the bargain is to see the standardization versus version as a continuum. It had been believed that the difference between adaptation and standardization is at degree alternatively than kind and that the difference between them should be seen as a continuum. On the main one part are companies with highly decentralized, multi-domestic operations and products. On the other side will be the absolutely globally publicized companies and brands. In the middle are companies that significantly standardize products or brands, but nonetheless adjust to local dissimilarities. A version of the bargain advertisement is the contingency perspective that suggests that there are factors within and beyond your organization that determine the method of advertising strategies. The contingency models identify the parameters that potentially make a difference the standardization decision. In recent times a wide array of company use this type of advertising strategy.


The reason for adaptation is to gain differential gain by adapting the advertisement to gain maximum effectiveness in conditions of response and sales. It is usually linked with a decentralized advertising function. The benefit with a decentralized advertising function is that it allows responsiveness and version to culture, infrastructure and competition. The aesthetic and verbal elements of advertising are particularly sensitive to adaptation and use of local language, models and landscape increases the probability for the advertisements to work. Consequently, adaptation of creative presentations and decentralized implementations of promotions should offer increased benefits than less culturally-tied functions. Accurate setting arguments and price discrimination are other reasons for adaptation. When nationwide markets tend to be similar within than between countries, adaptation results in a more accurate positioning, leading to higher prices scheduled to price discrimination. Increased costs and a lack of constant brand image is the major disadvantage of advertising version.

In recent years almost all of big companies uses both advertising strategy local advertising and standardized advertising campaign and branding. For instance, Mc Donald Company has different brands surrounding the world. The company's name in France Mc Do and that identifies popular French a hot and cheese sandwich. Mc Donald's company will try to local icon and behaviors in France. Advertising of Mc Donald's is associated with Asterix and Obelisk who are the most famous carton figure in the nation. Mc Donald's restaurants have different opportunity and different aspect of service. For instance, the restaurant is a place goes for going out with in China. In Taiwan, it is added VIP rooms for assembly or family diners since it is needed big place for private space. In 2005, the chain of restaurants began designed to local consumer needs in European countries. They transformed their plastic seating place to comfortable furniture. It was reported that higher quarterly sales development than the United States in Europe in 2007.

BRANDING and Language

As standardized advertising or local advertising, companies use various ways for branding. Mc Donald's, Coco-Cola or Pepsi and many big brands use same name same company logo and same brand each market. Alternatively there are amount of companies use different brand or log for different countries. For instance, Unilever snow cream uses different name for different countries. It really is being utilized Frigo in Spain, Algida in Poland Greece, Bulgaria and Turley. In Italy, it is being used Eldorado. Once the new product introduce with new market, the product name meaning reinterpreted or change. The name of brand could be intended different in several countries.

A global brand might well have one company logo or name and so be recognized surrounding the world. The main point is the product can't be standard. For example, Knorr soup are available everywhere surrounding the world in nearly every supermarket. The brand received global image and name on the other hand it was modified national taste. In Singapore you can find fowl noodle soup and in Hungry goulash soup. Different taste of soup each country but plans are similar an the logo is same across the world.



The principles high-context communication and low-context communication originate from Edward T. Hall and are widely used today.


A high-context culture is using high context communication with little communicated words or note. In high framework culture listener has learned every little details and must be told everything. Spain, Saudi Arabia, China and Japan are referred to as a high context culture.

On the other palm, low framework culture uses most information in explicit codes. In that context listener already is aware of context and does not need to know back rounded information. Many EUROPE, Canada and The United States are in low framework culture.

Communication between those context culture people is normally fraught with discomfort because in high framework communication will not needed to give every single information or back again round however in low context communication should get more info than usual.

According to Hall, in high framework culture communication the majority of the information need to be part of the context. On the other hand information in low context massage is transported in code of therapeutic massage. Additionally it is thought as inaccessible to the outsider. The culture demonstrates high value and positive attitudes toward worlds. Name of the book

In advert, argumentation is available more in low ethnicities than advertising in high culture. The key consequence of framework is that phrases and words as well as pictures have different interpretation depending on context.

However all countries have some characteristic of low and high framework culture.

2. 1 Evaluating High-context Culture and Low-context Culture


High-context culture


Low-context culture


Overtness of messages

Many covert and implicit communications, with use of metaphor and reading between the lines.

There is a explicit communications basic and clear.


Locus of control and attribution for failure

Inner locus of control and personal popularity for


Outer locus of control and blame of others for failure

Usage of non-verbal communication

Much nonverbal communication

More concentrate on verbal communication than body language

Expression of reaction

Reserved, inward reactions

Visible, exterior, outward reaction

Cohesion and separation of groups

Strong differentiation between in-group and out-group. Strong sense of family.

Flexible and open grouping habits, changing as needed

People bonds

Strong people bonds with affiliation to family and community

Fragile bonds between people who have little sense of devotion.

Level of commitment to relationships

High commitment to long-term connections.

Relationship more important than activity.

Low determination to relationship. Job more important than associations.

Flexibility of time


Time is available and flexible.

Process is more important than product

Time is highly organized.

Product is more important than process

http://changingminds. org/explanations/hall_culture. htm

3. Medium Culture

All civilizations can contain high framework culture and low framework culture at exactly the same time. It is not certain rule there is only one culture in one country. For instance, China, Korea, and the U. S. are describing low and high-context civilizations.



Hall talks about people's cope with time disturbing M-time and P-time civilizations. M-time ethnicities people have a tendency to do one think at one time. On the other hand in P-times people doing many feels at the same time. When different ethnicities people meet, they can offend each other because they have got different expectation from enough time.

4. 1 Monochronic Time (M-time)

M time means people doing one thing at onetime. Monochnoric people have a tendency to be low framework. M-time is tightly compartmentalized: schedules are almost sacred.

4. 2 Polychronic Time (P-time)

P-time means, a lot of things to happen together, without particular result in vision. P-time is open-ended: doing the task or communication is more important than adhering to a program. P-time people have a tendency to high-context culture.

4. 3 Looking at M-time and P-time



Monochronic action

Polychronic action


do a very important factor at a time

do many things at once


Concentrate face to face at hand

Are easily distracted

Attention to time

Think about when things must be achieved

Think in what will be achieved


Put the work first

Put romantic relationships first

Respect for property

Seldom borrow or lend things

Borrow and lend things often and easily


Emphasize promptness

base promptness romance factors


http://changingminds. org/explanations/culture/hall_culture. htm

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