Advertising within markets: Standardization and Adaptation - 2006 (English)Independent thesis Basic level (degree of Bachelor)Student thesis

Abstract [en]

This work deals with advertising strategies in three different countries Germany, Great Britain and Sweden. On the basis of a case study the advertising strategies within one firm in different countries are presented. The focus is on standardization and adaptation, when is standardization or adaptation used in the countries. The analysed firm uses a global advertising strategy in Great Britain and a localised strategy in Sweden. This work highlights when they decide to use a certain strategy. The decision for one strategy is influenced by micro and macro invironmental determinants. The characterisations of these determinants in each country are presented and compared to theoretical findings. This work also analyse how the different strategies are implemented. Therefore the realiastions in Germany, Great Britain and Sweden are examined and results from Great Britain and Sweden are compared to Germany to see in which way they are different. The case study shows that the company use standardization if the marketing decisions are centrelised and done byt the headquarters. If it exists an independent marketing department in the host-country than an adapted advertising strategy is used. The advertising is addressed to different target groups that leads to another realisation across the countries whre adaptation is used. But even an adapted strategy has standardized elements. The promotion material for Germany, Great Britain and Sweden has the same topic, general layouts and pictures.

Place, publisher, year, edition, pages

2006.

Keywords [en]

Adervertising

Identifiers

URN: urn:nbn:se:hh:diva-13571Local ID: U12723OAI: oai:DiVA.org:hh-13571DiVA, id: diva2:368761

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

Open Access in DiVA

No full text in DiVA

By organisation

School of Business and Engineering (SET)

Search outside of DiVA

GoogleGoogle ScholarTotal: 58 hits