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Internationell reklam: Vad som påverkar valet av internationell reklamstrategi och dess utformning
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

It has long been discussed how the international advertising should be composed in terms ofits strategies and design. Opinions on this have differed and it has been proven to be bothadvantages and disadvantages of adapting the strategy as well as the standardizationstrategy. The purpose of this study has been to explore why this is affecting businesses intheir choice to adapt to cultural differences or to standardize their international advertising.We chose to explore two research questions in which one of them intend to respond to whatfactors determine a firm's choice to standardize or adapt their international advertising, andasked how the adaptation of international advertising design can be described. The studywas conducted by collecting responses through interviews with advertising agencies inSweden which work international. The study found that advertising agencies do not usethese marketing strategies as strict as the theory describes it. It turned out to be no rightway to go because the approaches between the interviewed advertising agencies differed.The study showed that more empirical data are required for deeper conclusions to bedrawn.

Place, publisher, year, edition, pages
2011. , 41 p.
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik, reklam, marknadsföring
URN: urn:nbn:se:ltu:diva-45514Local ID: 3343e9c5-4a21-4b97-ac76-c84cf5e70a79OAI: diva2:1018806
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20110719 (anonymous)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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Väppling, SannaSidén, Natalie

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