ABSTRACT
This 15 MNC-120 subsidiary study of multinational advertising practices shows that there are few differences between various types of consumer nondurable products in their transfer and adaptation of international advertising messages. Food/drink and pharmaceutical products are more likely to adapt sales platforms than cosmetics or general consumer goods, but there were no significant differences among creative context adaptations. Reasons for standardizing messages were classified into external and internal factors, with corporate factors accounting for about one-third of standardized messages.
