Consumer perspectives on standardization in international advertising: A student sample

Despite comprehensive discussion in the literature on standardization versu s localization of international advertising, the term standardization itsel f still needs clarification; especially the question which elements of adve rtisements must be identical so that an international advertising campaign is perceived as standardized needs further research. Since consumers are th e target group of advertising, it is essential to conduct such research fro m their perspective. This research provides the required perspective using multivariate analysis methods, choosing students as an important example fo r a consumer segment. Empirical surveys conducted in three European countri es, using examples of print advertisements, suggest that visual aspects exe rt the most significant influence on the perceived similarity of advertisin g.