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Time for advancement: a framework for standardisation of international advertising strategy

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conference contribution
posted on 2024-07-13, 00:20 authored by Sandra LuxtonSandra Luxton
Despite a steady stream of international advertising literature, there is still much uncertainty and debate over standardisation, with a reported lack of clarity over what it means (Ryans, 1969; Levitt, 1983; Kernan and Domzal, 1993; Wills et al., 1991; Harvey, 1993), and what impact it has (Jain 1989). To date, no widely accepted framework exists to guide advertisers in this regard (Taylor & Johnson, 2002), and given the continuing growth of globalisation and international advertising, this is a critical area for knowledge development (Florin & Ogbuehi, 2004). The contribution of this paper is the development of a conceptual framework that amalgamates a number of prior studies in a bid to provide guidance for academics and practitioners within the field of international advertising.

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ISBN

9780646455464

Journal title

Broadening the boundaries, the Australian and New Zealand Marketing Academy Conference (ANZMAC 2005), Fremantle, Western Australia, Australia, 05-07 December 2005 / Sharon Purchase (ed.)

Conference name

Broadening the boundaries, the Australian and New Zealand Marketing Academy Conference ANZMAC 2005, Fremantle, Western Australia, Australia, 05-07 December 2005 / Sharon Purchase ed.

Pagination

7 pp

Publisher

Australian and New Zealand Marketing Academy

Copyright statement

Copyright © 2005 The authors. The published version is reproduced in accordance with the copyright policy of the publisher.

Language

eng

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