Which school of thought on advertising across national borders argues that advertisers must consider differences among countries?

Question

Quizplus · Accepted Answer

The school of thought on advertising across national borders that argues that advertisers must consider differences among countries is known as localization. This approach recognizes that cultural, linguistic, and other differences among countries can greatly affect the effectiveness of advertising campaigns, and emphasizes the need to tailor advertising messages to the specific needs and preferences of local audiences. Standardization, on the other hand, assumes that a single advertising message can effectively reach audiences in multiple countries without modification. Domestication focuses on adapting advertising messages to fit local cultures, but still assumes that the same basic message can be used in multiple countries. Individualization and customization are not typically used in this context.

Which School of Thought on Advertising Across National Borders Argues