ABSTRACT
Levitt (1983) predicts that emerging global markets will create an international homogenization of preference. The rise in international advertising attests to the globalization of the world economy. Yet, the standardization of advertising has declined. Less than 1 in 3 international advertisers currently use a standardized approach (James & Hill, 1991) and advertising has clearly not become culturally homogenous (Mueller, 1992; Ramaprasad & Hasegawa, 1992).
