The first part of this monograph discusses new perspectives on advertising standardisation. Until recently the controversy over the applicability of standardised advertising themes or advertising campaigns has ignored the realistic marketing approach employed by a select group of multinational companies. The authors note that many companies take a theme or campaign that has been successful in one market, often their domestic market, and employ it in multiple markets; their approach is to make local subsidiaries operate within strict advertising parameters. Goodyear International Corporation and a few other firms, however, follow a pattern approach in which the theme or campaign is initially designed for multi‐market usage and local flexibility.
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