Abstract
This paper provides a brief review of the past research dealing with the feasibility of standardizing advertising on a multinational basis. It offers an analytic framework for dealing with this major problem which incorporates the use of current attitude measurement techniques available to the advertising manager.
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*Dr. Klippel, a member of the Marketing Graduate Faculty, University of Florida, has had extensive academic and business experience and journal contributions. Dr. Boewadt, Assistant Professor of Marketing, University of Florida, has had varied teaching and business experience and is a frequent contributor to marketing literature, including coauthorship of the book, Marketing of Hospitality Services.
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Klippel, R., Boewadt, R. Attitude Measurement as a Strategy Determinant for Standardization of Multinational Advertising Formats. J Int Bus Stud 5, 39–50 (1974). https://doi.org/10.1057/palgrave.jibs.8490811
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DOI: https://doi.org/10.1057/palgrave.jibs.8490811