The Tension between Strategy and Execution: Challenges for International Advertising Research : A Summary and Analysis
The article aims to examine the evolution, research, and challenges encountered in international advertising in the last five decades. In this time, there have been notable theories formed however most having subtle semantics differences. The issue of international advertising seems to be complex because successful execution is usually derived when the implementation involves a hybrid of theories. This complexity is further enhanced due to cultural differences and sensitivities in each country, thus the debate to examine if advertisements should be standardized and if so, to what extent should that happen. According to the authors, researchers have observed that there is no simplistic answer and to view standardization as a continuum. Although, Okazaki, Mueller, and Taylor (2010), suggested that certain types of soft-sell and hard-sell potentials could be standardized across the United States and Japan or countries which have similar appeal. According to the aut