Adaptation and Standardization International Advertising

Adaptation: According to adaptation strategy, advertising message and media strategy must be changed from region to region or country to country because of environmental requirements.

Adaptation strategy is based on the assumption of localisation. This strategy do not recognise the argument of global village.

According to this strategy, consumers differ from country to country and must be reached by advertising tailored to their specific countries.

The main advantage of adaptation that adaptation strategy recognises the cultural differences and differences in media availability and distribution arrangement

Standardization: According to standardization strategy, advertising message and media strategy is not changed from region to region or country to country.

According to this approach, people everywhere want the same products for the same reasons and, hence, companies adopt an uniform advertising campaign around the world.

Standardization treats the entire market as its target by competing successfully using the same marketing mix. Such advertising is resorted to when the products have a broad based appeal. 

Standardization is tempting because it involves no additional expenditure. Economies of scale in advertising, as well as improved access to distribution channels, are advantages of standardization.

But the disadvantage of standardization is that it may end up not appealing to any particular market.

In the context of international advertising “planning globally but acting locally” means that a company should mo products just enough in local markets to make them strong competitors in those local markets and at the same time should maintain whatever uniformity is possible across multiple markets to realize potential economies of scale.

In short “planning globally but acting locally” is a strategy combining both the strategies-standardization and adaptation (localised) advertising.

Adaptation strategy of international advertising means developing and implementing advertising mix which is tailor made to suit the audience, culture and market characteristics of a particular country or market segment.

On the other hand standardisation strategy of international advertising means developing and implementing same advertising mix in all markets across the world.

Adaptation is based on localisation, i.e., consumers differ from country to country. While standardisation is based on global village” i.e., people all over the world want the same products for same reasons.

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