ADVERTISING CONTENT FOR THE GLOBAL AUDIENCE: A RESEARCH PROPOSAL

This paper provides a theoretical framework for examining a global (standardized) versus specialized (adaptive) print advertising strategy for the global audience. Likelihood of standardization will depend upon the information content and emotional appeals conveyed in the advertisements. A research design is provided which may study and compare advertisements of identified product types and sponsors using content analysis. Development of a comparative frame of reference for competitive product positioning is explored as an alternative to direct comparative advertising.