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

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.