AUTHOR
Isaksson, Jenny; Nilsson, Johanna

DATE
2004-03-17

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
Currently, as the use of cross border communication, global media, and advanced telecommunication are increasing and undergoing constant development, geographical borders are becoming less important. However, the impact on psychological borders is not as evident, making international market communication complicated and challenging, as marketers need to decide whether to standardize or adapt their marketing activities. Today, the majority of advertising spending in most countries is put on print advertising. This has led to the purpose of this thesis, which was to gain a deeper understanding of how print advertising is standardized/adapted in international markets. In order to reach this purpose the message, contents, and colours used in international print advertising were investigated. This was done by observing full-page advertisements in two different magazines from three different countries. Print advertising in each country represents a case and each magazine a subunit within the cases. The result of the study is that the message and contents in international print advertising are partly standardized and partly adapted, while the use of colours is mostly standardized. Further, the study also indicates a lack in theory and provides a list of these shortcomings.

ISSN 1404-5508 / ISRN LTU-SHU-EX--04/083--SE / NR 2004:083