The Handbook of International Advertising Research

13

International Advertising Strategy

Stephen W. Marshall and Marilyn S. Roberts

Strategy is the path to satisfy objectives. When considering advertising strategy, we often refer to creative strategy and those accompanying tactics designed to implement the strategy to satisfy marketing communication objectives. Frazer (1983) states that creative strategy is “a policy or guiding principle that specifies the general nature and character of messages to be designed. Strategy states the means selected to achieve the desired audience effect over the term of the campaign” (p. 36).

International advertising strategy is more challenging to define because of its complexity. References to international advertising strategy typically refer to creative strategy decisions a company makes when it considers expanding to new markets. Different markets present different challenges. The need to better understand the appropriate approach has exploded with multinational brands expanding into new emerging markets, which are often culturally distant from the home market. Rapid consolidation of marketing communication firms and advancements in communication technologies further underscore the need for greater insights. Understanding when and how an advertising strategy can transcend borders is central to the success of any campaign. This decision depends on whether the advertising strategy and its tactics are able to be standardized or require some degree of specialization for effectiveness.

Multinational ...