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Standardization/adaptation in international advertising
1999 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this thesis is to explore and describe how international advertising is standardized or adapted and what the affecting factors are. From this perspective, we have conducted a single case study where we investigated one company with broad international advertising experience. The advertising of the company is based on one core concept from which each international market further develops the advertising so it becomes suitable for their specific market. Our findings show that Sweden as an international market has developed a standardized message strategy while the message execution becomes adapted. It also shows that the usage of media is completely adapted to the Swedish market. Finally, essential factors which affect the standardization or adaptation in international advertising are market maturity and company characteristics.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, standardization, adaptation, international advertising
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-56354ISRN: LTU-EKON-EX--99/128--SELocal ID: d22fb5f5-76c9-46c2-a6ae-a963801d2035OAI: diva2:1029741
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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