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Advertising within markets: Standardization and Adaptation -
Halmstad University, School of Business and Engineering (SET).
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.
Keyword [en]
Adervertising
Identifiers
URN: urn:nbn:se:hh:diva-13571Local ID: U12723OAI: oai:DiVA.org:hh-13571DiVA: 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

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf