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

Author

Listed:
  • Victoria Ann SEITZ

    () (California State University)

  • Olesia LUPU

    () (Alexandru Ioan Cuza University)

  • Nabil RAZZOUK

    () (California State University)

  • Ka Man Carman CHU

    (California State University)

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.

Suggested Citation

  • Victoria Ann SEITZ & Olesia LUPU & Nabil RAZZOUK & Ka Man Carman CHU, 2009. "Print Advertising In The Us And Hong Kong: A Comparative Analysis," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 4, pages 125-148, November.
  • Handle: RePEc:aic:revebs:y:2009:i:4:seitzv
    as

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    File URL: http://rebs.ro/resource/REBS_4/Research%20Paper/Seitz,V_-_Print_Advertising_in_the_US_and_Hong_Kong.pdf
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    References listed on IDEAS

    as
    1. Hite, Robert E. & Fraser, Cynthia, 1990. "Configuration and coordination of global advertising," Journal of Business Research, Elsevier, vol. 21(4), pages 335-344, December.
    2. 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.
    3. 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.
    4. Tim Callen & Warwick J. McKibbin & Nicoletta Batini, 2006. "The Global Impact of Demographic Change," IMF Working Papers 06/9, International Monetary Fund.
    5. 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;Academy of International Business, vol. 32(2), pages 249-266, June.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

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

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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