There are three basic schools of thought regarding advertising standardization. First one is standardization approach which assumes that due to faster communication there is a convergence of markets and that costumer are becoming increasingly similar. Second is an adaptation approach which point to cultural differences and conclude that advertising must be adapted and the last one compromise approach which recognizes local differences but also that some degree of advertising standardization is possible.
Standardized ApproachStandardized or global advertising approach is practice of advertising the same brand or same product in the same way everywhere around the world. It looks for similarity across countries and segments to catch up a common thread to capitalize on adverting.… Read the rest