Abstract:
With the increased globalisation of markets, the standardisation of products and
promotion has developed. This study, which is part of a larger study on advertising
agency practice, will focus on examining some preliminary findings regarding the
degree of standardisation used by advertising agencies in Australia. It was found that
for those surveyed that handle multi-country campaigns, in general, agencies were
working in the local, Asia-Pacific region, and there was some degree of standardising
of multi-country campaigns and creative work, although the majority followed an
adaptation strategy.
