The role of the advertising agency: Standardization/Adaptation
Keywords:advertising agency, adaptation, standardization
AbstractIn this article the role of advertising agency in global marketing strategy has been examined. The developed matrix examines the contingencies that influence the success of the company’s global advertising strategy. This research reviews how the company, as the principal, may determine the nature of its relationship with the advertising agency and the degree of adaptation vs. standardization necessary in each situation.
AAAA.org. (2011). American Association of Advertising Agencies [online]. New York. Retrieved from http://www.aaaa.org.
Andersen, O. (1997). Internationalization and Market Entry Mode: A Review of Theories and Conceptual Frameworks. Management International Review, 37(2), 27-42.
Belch, G. E. and A. Michael (1995). Introduction to advertising and: an integrated marketing communications perspective. Chicago, Irwin.
Eisenhardt, K. (1989). Agency Theory: An Assessment and Review. Academy of Management Review, 14(1), 57-74.
Enotes.com. (2011). Advertising Agencies [online]. Seattle. Retrieved from http://www.enotes.com/business-finance-encyclopedia/advertising-agencies.
Fatt, A. C. (1967). Danger of “Local” International Advertising, Journal of Marketing, 31(January), 60-62.
Helgesen, T. (1994). Advertising awards and advertising agency performance criteria. Journal of Advertising Research, July/August, 43-53.
Lord, M. D. and A. L. Ranft (2000). Organizational Learning About New International Markets: Exploring the Internal Transfer of Local Market Knowledge. Journal of International Business Studies, 31(4), 573-589.
Lu, L.-T. (2006). The Relationship between Cultural Distance and Performance in International Joint Ventures: A Critique and Ideas for Further Research. International Journal of Management, 23(3), 435-445.
Melewar, T. C. and C. Vemmervik (2004). International advertising strategy: A review, reassessment and recommendation. Management Decision, 42(7), 863-881.
Sharma, A. (1997). Professional as Agent: Knowledge Asymmetry in Agency Exchange. Academy of Management Review, 22(3), 758-798.
Solberg, C. A. (2002). The Perennial Issue of Adaptation or Standardization of International Marketing Communication: Organizational Contingencies and Performance. Journal of International Marketing, 10(3), 1-21.
Solberg, C. A. and V. Askeland (2006). The Relevance of Internationalization Theories: a Contingency Framework. Managerial Issues in International Business, F. Fai and E. Morgan, Palgrave: 9-32.
Wells, W., J. Burnett and Moriarty, S. (2000). Advertising: Principles & Practive. Upper Saddle River, NJ, Prentice-Hall.
YouTube (2011), Malayasian Ad, Sunsilk Shampoo Commercial. Retrievd from http://www.youtube.com/watch?v=excxIZ4wUvg&feature=related.
YouTube (2011), Philipino Ad, Sunsilk Commercial. Retrieved from http://www.youtube.com/watch?v=VSY2-stZWvg.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).