Question

describe why advertising cannot be standardized?

Defend either side of the proposition that advertising can be standardized for all countries.

Answer 1

Standardized or global advertising is the practice of advertising the same brand of the same product in the same way everywhere around the world. It looks similar across countries that human needs and emotions are same . It is sure that if a brand wants to do well across the world, it should present the same message and impression no matter where their customer are . It is just the common approach such as common advertising message to promote the same product across national boundaries.Also  simplification and control of marketing and promotional programs.

Standardized or global advertising provides a lot of advantages such as ...

Economies of scale in distribution and production

Lower advertising production costs

A consistent international brand or company image

lower reduction in marketing and advertising costs as a result of reductions in planning and control

Improved customer awareness

Improved customer services

Strong competitive advantage

These points helps us to defend the term that standardized advertising of all countries is a good proposition.

The points that stand against this proposal are.....

1 Culture difference : culture and religion are important factors to consider that it affects the lives of many people across the world. eg: a fast food chain specialized in non veg food products cannot use or provide the same advertising tactics and message in an area or country that prefer vegetarian food.

2 Lack of adaptation : since markets are different and dynamic , standardization is always challenged to meet these changes.

3 Lack of uniqueness : innovation may be difficult to achieve if uniform , identical products has been made.The producer may suffer in the face of its competitors . Too much emphasis on consistency of products may become a hinder to uniqueness and creativity , leaving the organisation unable to adapt according to the needs of customers .

Some if the best examples for Standardized advertising is of Cococola , Google , Nike etc .