The Tension between Strategy and Execution: Challenges for International Advertising Research
本文回顾了五十年国际广告研究关于标准化问题的累积发现，探讨了主要理论和文化概念的应用，并分析了全球品牌战略下的新趋势及研究方法中的问题与最佳实践。
<h3>ABSTRACT</h3> The primary “international advertising” topic over the past five decades is the question of whether, and to what degree, advertising can and should be standardized. This article begins with a discussion of the cumulative findings of this stream of research, followed by a look at major theories that have been applied to international advertising research, with a special focus on the application of culture9s use as a conceptual basis for advertising studies. An exploration of the recent trend toward considering advertising in the context of global branding strategies is followed by a discussion of methodological issues in international advertising research, focusing on problems that have been identified and “best practices” for researchers in overcoming these problems.