Research Handbooks in Business and Management series
Edited by Shintaro Okazaki
Chapter 10: International Advertising Research: Conceptual and Methodological Issues
C. Samuel Craig and Susan P. Douglas INTRODUCTION International advertising research is research that takes place in two or more countries and is designed to facilitate the creation, refinement and evaluation of advertising. It involves respondents and researchers from different countries and cultures and is more complex to undertake and more difficult to interpret than research carried out in a single country (see Craig and Douglas 2005 for a comprehensive treatment of international marketing research). International advertising research may be conducted simultaneously in multiple countries or sequentially over a period of time. In some cases, international advertising research also involves collection of information in a single country, with a view to understanding differences and similarities with regard to the firm’s home market. In some instances, international advertising research may focus on studying the habits and attitudes of the entire population in a country. In others, it may focus on examining a specific segment, for example, young adults or women. Based on the understanding gained in the initial research, the advertiser is able to formulate strategies that can be turned into concepts and rough advertisements which can be tested and refined. This process can be done in-house, but is often conducted by research organizations that specialize in testing advertisements. Once the ads are run, the emphasis shifts to evaluating whether the campaign generated the desired results. While increased sales are the ultimate goal, often intermediate measures related to communication effectiveness are taken. While there are some specialized techniques and challenges associated...
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