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An Analysis of Information Content in Standardized vs. Specialized Multinational Advertisements

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  • Barbara Mueller

    (San Diego State University)

Abstract

Print and television advertisements for a variety of American products appearing in the U.S., Germany and Japan are analyzed to explore differences in the informational content of standardized vs. specialized approaches to multinational advertising. Overall, highly standardized messages were found to contain significantly fewer consumer information cues than highly specialized messages. This trend was found to hold true, regardless of product category. The more standardized the message being transferred, whether for a high or low involvement purchase item, the lower the level of consumer information contained within the commercial message.© 1991 JIBS. Journal of International Business Studies (1991) 22, 23–39

Suggested Citation

  • Barbara Mueller, 1991. "An Analysis of Information Content in Standardized vs. Specialized Multinational Advertisements," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 22(1), pages 23-39, March.
    • Handle: RePEc:pal:jintbs:v:22:y:1991:i:1:p:23-39
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    Cited by:

    1. Samiee, Saeed & Jeong, Insik & Pae, Jae Hyeon & Tai, Susan, 2003. "Advertising standardization in multinational corporations: The subsidiary perspective," Journal of Business Research, Elsevier, vol. 56(8), pages 613-626, August.
    2. Stephanie Lu Wang & Qian Gu & Mary Ann Glinow & Paul Hirsch, 2020. "Cultural industries in international business research: Progress and prospect," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 51(4), pages 665-692, June.
    3. Poul Andersen & Morten Rask, 2014. "Creating legitimacy across international contexts: The role of storytelling for international new ventures," Journal of International Entrepreneurship, Springer, vol. 12(4), pages 365-388, December.
    4. Yang, Yupin & Lu, Qiang (Steven) & Tang, Guanting & Pei, Jian, 2015. "The Impact of Market Competition on Search Advertising," Journal of Interactive Marketing, Elsevier, vol. 30(C), pages 46-55.
    5. Fastoso, Fernando & Whitelock, Jeryl, 2010. "Regionalization vs. globalization in advertising research: Insights from five decades of academic study," Journal of International Management, Elsevier, vol. 16(1), pages 32-42, March.
    6. Gabrielsson, Peter & Gabrielsson, Mika & Gabrielsson, Hannele, 2008. "International advertising campaigns in fast-moving consumer goods companies originating from a SMOPEC country," International Business Review, Elsevier, vol. 17(6), pages 714-728, December.

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