Standardization and adaptation in international advertising of consumer goods: a case study of Libresse

Abstract: Much has been written on the subject standardization and adaptation in
international advertising, however, there have been few general conclusions
and agreements. The purpose of this thesis is to gain a better understanding
of standardization and adaptation in international advertising of consumer
goods. The research investigates what motivates companies to standardize or
adapt their international advertising, which factors that decide to what
degree the international advertising is standardized or adapted, and finally
how companies are standardizing or adapting the elements of their
international advertisements.

A case study on Libresse and how the company deals with standardization and
adaptation of international advertising has been conducted. The conclusions
that can be drawn from the findings of our research are that the main motive
for Libresse to standardize the international advertising is to gain
economies of scale, and that the company generally adapts the international
advertising in order for consumers to be able to relate to the
advertisement. Furthermore, the company’s economic situation and the
consumer profile are important factors to consider when choosing the extent
of standardization and adaptation in international advertising. When
investigating how the advertisements are standardized and adapted, our
research shows that text and voiceovers are frequently adapted, while visual
elements, appeals and buying proposals are standardized.