STANDARDISED ADVERTISING FOR THE SINGLE EUROPEAN MARKET? AN EXPLORATORY STUDY

The debate on whether international advertising can, or should, be standardised has a long history, particularly in the American literature. The Single European Market after 1992 implies an opportunity for standardisation so far unparalleled. The subject of study is the European policies for television advertising of four multinational corporations of different nationalities through interviews with the advertising agency account executives for each company in Greece. The findings suggest that the issue of standardisation is of little importance in itself and that the aim of all companies is the most effective campaign for each local market.