ABSTRACT
There have been several discussions on the benefits and challenges of having a standardized ad campaign versus one that is customized to selected markets (cf. de Mooij & Keegan, 1991). Besides cost efficiency, a uniform ad campaign is espoused particularly for international brands as the values of such brands are consistently communicated throughout the world. In contrast, researchers acknowledge that not all consumers are similar in their values and preferences. Even when the same ad is used, consumers from various cultural backgrounds may interpret the ad differently. Hence, there is a need to develop customized ads to suit the preferences of the target audience, especially when such a market is a significant one. Mueller (1987) showed that, in general, advertising tends to reflect the prevalent values of the culture in which it exists.
