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Print Advertising In The Us And Hong Kong: A Comparative Analysis

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Author Info

  • Victoria Ann SEITZ

    ()
    (California State University)

  • Olesia LUPU

    ()
    (Alexandru Ioan Cuza University)

  • Nabil RAZZOUK

    ()
    (California State University)

  • Ka Man Carman CHU

    (California State University)

Registered author(s):

    Abstract

    Given the static condition of the global economy marketers are cutting advertising budgets commensurate with dismal sales. It is a longstanding belief that utilizing a standardized advertising approach not only controls good ideas and provides for a consistent image but it also has the benefit of controlling expenses through economies of scale. With this in mind, the purpose of the study was to determine the degree of standardization or lack thereof in advertising strategies in the cosmetics and fragrances advertising industries in the United States and Hong Kong. The findings of this study suggest that there is a high level of standardization in the advertising for perfumes because Hong Kong belonged to the British for a long time and individuals’ needs and desires for love and acceptance are the same irrespective of geography. On the other hand only a moderate form of standardization was noted in the advertising for cosmetics. This may be attributed to the fact that different beauty concepts are held among different regions. Implications of the findings are also noted.

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    Bibliographic Info

    Article provided by Alexandru Ioan Cuza University, Faculty of Economics and Business Administration in its journal Review of Economic and Business Studies.

    Volume (Year): (2009)
    Issue (Month): 4 (November)
    Pages: 125-148

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    Handle: RePEc:aic:revebs:y:2009:i:4:seitzv

    Contact details of provider:
    Postal: Universitatea Al. I. Cuza; B-dul Carol I nr. 22; Iasi
    Phone: 004 0232 201070
    Fax: 004 0232 217000
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    Web page: http://rebs.ro/
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    Related research

    Keywords: print advertising; standardization; glocalization; cosmetics and fragrance industry;

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    References

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    1. Boddewyn, J. J. & Soehl, Robin & Picard, Jacques, 1986. "Standardization in international marketing: Is Ted Levitt in fact right?," Business Horizons, Elsevier, vol. 29(6), pages 69-75.
    2. Samiee, Saeed & Jeong, Insik & Pae, Jae Hyeon & Tai, Susan, 2003. "Advertising standardization in multinational corporations: The subsidiary perspective," Journal of Business Research, Elsevier, vol. 56(8), pages 613-626, August.
    3. Tim Callen & Warwick J. McKibbin & Nicoletta Batini, 2006. "The Global Impact of Demographic Change," IMF Working Papers 06/9, International Monetary Fund.
    4. Michel Laroche & V H Kirpalani & Frank Pons & Lianxi Zhou, 2001. "A Model of Advertising Standardization in Multinational Corporations," Journal of International Business Studies, Palgrave Macmillan, vol. 32(2), pages 249-266, June.
    5. Hite, Robert E. & Fraser, Cynthia, 1990. "Configuration and coordination of global advertising," Journal of Business Research, Elsevier, vol. 21(4), pages 335-344, December.
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