The future of international advertising research: suggestions for moving the discipline forward

Abstract

In spite of global marketing receiving increased attention from business, the public, and academicians alike, research on international advertising has not yet lived up to its potential in terms of advancing theory or helping managers. While some progress has clearly been made, more systematic research is needed. This paper reviews progress in international research and offers specific suggestions that can help research in this area make a bigger impact on the marketing and advertising fields. Topical areas in need of more research are discussed. Key research need areas include: the circumstances under which standardization of advertising is effective; the link between standardized advertising and firm performance; the relationship between global advertising strategy and brand equity; cross-market segmentation; theory on culture's impact on advertising; the evolution of new advertising media; and public policy issues in international markets. The author stresses the need for more truly international research teams.