Advertising standardisation in Australia: some preliminary results.

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.