Print Advertising In The Us And Hong Kong: A Comparative Analysis

• Main Authors: Victoria Ann SEITZ, Olesia LUPU, Nabil RAZZOUK, Ka Man Carman CHU
• Format: Article
• Language: English
• Published: Sciendo 2009-11-01
• Series: Review of Economic and Business Studies
• Subjects: print advertising; standardization; glocalization; cosmetics and fragrance industry
• Online Access: http://rebs.ro/resource/REBS_4/Research%20Paper/Seitz,V_-_Print_Advertising_in_the_US_and_Hong_Kong.pdf

Given the static condition of the global economy marketers are cutting advertising budgets commensurate with dismal sales. It is a longstanding belief that utilizing a standardized advertising approach not only controls good ideas and provides for a consistent image but it also has the benefit of controlling expenses through economies of scale. With this in mind, the purpose of the study was to determine the degree of standardization or lack thereof in advertising strategies in the cosmetics and fragrances advertising industries in the United States and Hong Kong. The findings of this study suggest that there is a high level of standardization in the advertising for perfumes because Hong Kong belonged to the British for a long time and individuals’ needs and desires for love and acceptance are the same irrespective of geography. On the other hand only a moderate form of standardization was noted in the advertising for cosmetics. This may be attributed to the fact that different beauty concepts are held among different regions. Implications of the findings are also noted.