1.

INTRODUCTION
This chapter will introduce the background of the area that is researched this will eventually lead to a problem discussion about standardization and adaptation in television advertising. This chapter will end with an overall purpose and specific research questions. 1.1 Background Marketing communication is a process of sharing perceptions. Marketing communication can be successful in conveying meaning only when the senders perceptual field is congruent with receivers perceptual field. A message, therefore, falling outside senders perceptual field cannot transmit same meaning. Communication between persons that belong to different cultures is distorted by perceptual and encoding/decoding gaps that derive from the cultural distance between sender and receiver. The marketing communications model presented in Figure 1.1, that effective communication requires three main elements- the sender, the message and the receiver- that is connected by a message channel. The promotional mix is part of marketing communication strategy for organizations to reach out to target audience. It consists of five main elements, advertising, personal selling, public relations, direct marketing and sales promotion.

Sender (Encodes Message) Message)

Message

Message Channel

Receiver (Decodes

Noise

Feedback
Figure 1.1 Marketing Communication Process

Communication Outcome

Source: Adapted from Root (1994)

Root (1994) defines advertising as a paid form of communication by an identified sponsor to promote a product or a company. It is also claimed that advertising is the dominant channel for mass promotion. Cultural values are important for the success of advertisement. Cultural values and norms that are embedded in advertising appeals have been shown to enhance the effectiveness of persuasive communication. International advertising the ability to transfer an advertising message among country markets has always been a controversial subject. The central cue in advertising based on product attributes, which can be emphasized in general manner and applicable to different markets across a diverse range of cultures. Consequently, it is imperative that the key arguments in the advertisements are believable and compelling, regardless of comparative market.

In the 1950s, preference was for an adaptation approach in advertising; as knowledge of international markets increased, more standardized advertisements were used in 1960s; in the 1970s, the trend swung toward more adaptation to rise of nationalisms; in the 1980s the trend swung toward standardization due to rise in number of multinational advertisement agencies and the flow of mergers and acquisitions. The advertising media are called to perform the task of delivering the message to the consumers. The different media are radio, television, print, cinema, outdoor and on line. Television advertisers can demonstrate the product or service in motion, using the many elements offered by the media. Designing the television commercial with the correct combination of those elements to give the message a strong chance of grabbling the attention and getting the message across, is crucial to achieve the desired on the consumers.

1.2 Problem Discussion Television can be used to demonstrate the product in action, or to use colour and sound to build an atmosphere around the product, thus enhancing the image. The emphasis for this thesis will be television advertisements, because of the many elements of television, sound, colour, sight and motion that aid the presentation of the message. Also the television is better for creating an advertisement message with emotional appeals; contribute to our concentration to television advertisements. Root (1994) further suggested that the importance of matching the message
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with culture and by saying that the message is received but misunderstood, either because of ambiguous content or more commonly because of a presentation that is not responsive to cultural differences. Adaptation is essential because of the various constraints; first people in different countries speak different language. Second, and the most important and the most difficult to measure, is cultural differences rooted in history, education, religion, values and attitudes, manners and customs, aesthetics as well as difference in taste, needs and wants. Supporters of standardization say that the trend is sweeping both marketing and advertising the movement to create products that are manufactured, packaged and promoted the same way around the world, regardless of individual cultures. Higher degree of adaptation is encouraged when the manager perceives great differences, in the economic environment and lifestyle between the home and foreign country. On the other hand, those who support the global standardization argue that a single television advertisement should be used in international market to reduce the total costs and promote a global corporate image. On the other hand, those who support the internationalization school of thought see the need for marketing adaptation to fit the unique the dimension of each local market. Countries differ widely in the availability, quality, coverage, audience, and the cost of advertising media. Matching the distinctive cultural values is a vital component of international advertising and marketing. Therefore, marketing parishioners should always consider cultural variables in their advertising because culture seems to influence advertising tactics and consumers decision making. Research suggests that cross market consumer
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variations may necessitate unique decisions about adoptions in an advertisements theme, slogan, idiomatic expressions, symbols and colours. Furthermore, for a firm that wants to maximize profits, it must adapt their advertising campaigns to the need of its specific international target market. Underlying the standardization debate is the issue of effectively balancing the economic benefits gained through standardized strategies and tactics with the performance gains achieved when adapting to local market conditions. We know that advertising is highly bounded by culture and those foreign customers are likely to be less responsive to advertising that fails to match their cultural preference precisely. Understanding cultural differences is therefore, often considered a prerequisite for successful advertising in foreign markets. Generally, standardization appears more likely where the foreign market is most similar to domestic market. Advertising is more resistant to homogenization than products and brands; Melwar and Vemmervik (2004) claim that advertising is more dependent on cultural influence than other marketing elements. Because of these characteristics, the visual and the verbal elements of advertising are particularly sensitive, and use of local language, models and scenery increase the probability for the advertisement to be effective.

1.3 Research Objectives Based on the problem discussion above the purpose of the thesis is to provide a better understanding of how companies standardize and adapt their television advertising in international markets. The following are mentioned the research objectives. Objective1: To study the response of consumers toward elements of television advertising. Objective 2: To find out the factors that influences the decision to standardize or adapt the television advertisements.

2. LITERATURE REVIEW
In this chapter, an overview of previous research related to a research questions is presented. First, the studies related to elements in television advertisements will be presented. Secondly, studies relevant to influencing factors of the decision to standardize or adopt. Finally, a conceptual framework for the thesis will be presented. 2.1 Elements of Television Advertising Melewar and Vemmervik (2004) in their research we found that the visuals and verbal elements of advertising are particularly sensitive to/and are more dependent on cultural differences. They continue with saying that the use of local language, model and scenery increases the probability for the advertisement to be effective. Laroche and Teng (2006) added another element appeal, which will add another dimension to our research. APPEALS Advertising appeals are defined as message designed to motivate customers to make a purchase (Mueller, 1992). According to Laroche and Teng (2006) it is the most basic element of advertising. Advertising appeals are most commonly categorized as rational and emotional appeal. When cultural values and norms are embedded in advertising appeals it has been shown to enhance the effectiveness of persuasive communication. Therefore, Laroche and Teng (2006) added another element to it, that is, cultural appeal. Rational advertising stems from the traditional information processing

models of decision making where the customer is believed to be making logical and rational decision. Such appeals relate to audiences self-interest by showing product benefits. Examples are messages showing products quality, economy, value and performance. (Albers-Miller & Stafford, 1999) In contrast, emotional appeals are grounded in the emotional, experimental side of consumption. They seek to make the consumer feel good about the product, by creating a likeable or friendly brand; they rely on feelings for effectiveness. According to Albers-Miller & Stafford, (1999) emotional appeals attempt to stir up either negative or positive emotions that can motivate purchase. These include fear, guilt and shame appeals that can get people to do things they should or stop doing things they should not communicators also use positive emotional appeals such as love, humor, pride and joy. (Albers-Miller & Stafford, 1999) They are most effective conveying a personality to consumers. In a recent study by Laroche and Teng (2006) they had pointed out that when customers experience advertisements with distinct culture-laden appeals in combination with arguments, the argument and appeals cause contrast effects on the consumers perception and purchase behaviour. To enhance the effectiveness of persuasive communication, Laroche and Teng (2006) suggested that cultural values and norms should be embedded in advertising appeals. Among different cultures there are different appeals that influence customers in different way. When appeals do not match traditions of the people they find differences between themselves and characteristics of advertisements.
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Resulting is that the advertisement will not achieve the desired objective. Laroche and Teng (2006) A paper by Andersson and Nilsson (2004), mentions the phenomenon about marketing campaigns using violent and shocking appeal. The advertisements they had reviewed had created many different reactions among respondents, both male and female respondents had reacted negatively on the usage of sex and violence. However, they also find out that males and females do not have same reactions. VERBAL ELEMENTS Nelson and Peak (2007) argue for the importance of language with saying that language is the most important element of television advertising. Some argue that the numerical and economic importance of minorities continue to increase. This brought the discussion to the fact that specific vernacular or dialects are under represented in advertising to their frequency of use in general population. This applies to national language also, because it is certainly the case when offer information in local language it will increase the effectiveness of the communication. So, language and dialects is a important component of advertising that uses dramatic approach. One thing to be careful about is the usage of vernaculars and dialects that are often associated with stereotypes that may not be positive. A survey shows that the use of standardized language is not common. The survey shows that only 11 percent of the brands use standardized language in all countries, 41 percent uses it in some countries, and 43 percent do not use standardized language at all.
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When using a television in advertising the big difference from radio or painted advertisements is the many dimensions added, this make communication more natural and give them value. If television advertisements are used as message channel and it is standardized across countries only with language adaptation, there is risk that value added by extra dimension will partly be lost because lack of lip synchronization. Audio that is not synchronized with video can be distracting. VISUAL ELEMENTS Colour is an essential part of products, logos and advertising, and can be effective means of creating and sustaining brand and corporate images in customers mind. According to Nelson and Peak (2007) themes are output of creative process; themes are the content or the message, that is, what is communicated. As an example, Kim-Shyan and Waller (2006) identified specific likeable themes for three Asian cities, Shanghai; a funny/amusing/humorus theme and nice music, Delhi; having an interesting theme and setting is important, Bangkok; a theme showing a slice of life. Greenberg and Solomon (1993) claim that advertising is not created in a casual or random fashion. From the choice of scenery and location to the tone and nuance of copy, meticulous attention is paid by directors, production and set designers, and many others to the execution of television commercials. These specialists strive to create a compelling setting, a physical environment that will fulfill an advertisement agencys vision of
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how best to reinforce the focal products intended brand personality. The importances of physical and sensory cues that place a product in some real or imaginary setting have increased. A well crafted message, presented against a backdrop of props that make sense and reinforce the intended meanings. and convey a powerful and persuasive image. Greenberg and Solomon (1993) Advertising theory and practice advice that to resonate with the audience, advertising should present models similar to target group this strategy is based on the assumptions that identification can invoke involvement in the advertisement and transfer positive feelings to the brand. Such beliefs and practices conform to a localized advertising strategy. Cross-cultural studies of global brand advertising often shows that models are the most easily standardized advertising element among campaigns. For example, Revlon (a global cosmetic brand) believes that a single model can present the universal image of beauty. Nelson and Peak (2007) Media, whether it is print, television or even the Internet, is flooded with advertisements for products and services endorsed by models that are highly attractive. Marketers targeting their products towards often use highly attractive sources in their advertisements are an effort to increase the advertisements effectiveness. Ganesh et al (2008) OTHERS Cho et al.,(1999) advocates that the advertising message should be congruent with the values of local culture. Typical advertisements endorse, glamorize, and reinforce cultural values. Slogans still maintains the
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prominence as an important advertising technique. Four out of five advertisements use the slogan to reinforce the brand name or image. 2.2 Influencing Factors This section will discuss the many factors that influence the decision to standardize or adapt that other researchers found. The feasibility and appropriateness of universal, modified, or completely different campaigns depend upon many factors, and there is little consensus as to the key determining ones. Although there are many influencing factors, the final decision regarding standardization/adaptation of television advertising is always the clients. (Darmon et al., 1999) COST According to (Darmon et al., 1999) considerable cost saving create pressure in favour of standardization. Duncan and Ramaprasad (1995) also mention the convenience and the opportunity to save money with a standardized advertising strategy across countries. Chandra et al., (2003) theorize that standardization enable firms to lower costs through economies of scale, which thus increase a firms margins and enable it to gain greater global coordination. In contrast to the earlier statements, Duncan and Ramaprasad (1995) were surprised when their survey rated saving money as one of the least important reasons for standardization, even though since there has been a lot written about economies of scale being the reason for using standardized advertising. Cho et al., (1999) states that it not always possible that the values in home
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country are similar to that of in another country; here adaptation is considered more economical. As there is no fun of advertising, when people can not understand the objective behind commercial. THE ROLE OF HEADQUATERS AND SUBSIDIARIES SALE LEVEL The decision to group together sales and role (level of autonomy, power) of headquarters and a subsidiary to one factor are because of the correlation between high sales and subsidiary power. Duncan and Ramaprasad (1995) research found that both the strategy and execution were more likely to be changed in the more affluent markets and in markets where subsidiaries had higher sales. They believed that the stiffer competition and higher sales gave subsidiaries more leverage to localize the message. Whether local offices of multinational companies can make important decisions, may depend on their degree of independence. (Darmon et al., 1999) argue about excessive local autonomy could leave to rejection of a standardized advertising campaign, even if it is excellent. To resolve this dilemma they advocated involving subsidiaries in the development of strategy and international advertising. MACRO FACTORS Chandra et al., (2002) define the term to refer to the consistency in legal, political, economic, regulatory, and marketing infrastructures. Those factors vary markedly from country to country and they influence the decision significantly. (Darmon et al., 1999) the difference in economical development is expected to affect promotion adaptation. Countries that are economically alike have similarities in lifestyle patterns. It must be said that
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neither the neither the convergence of social, economic, nor marketing trends of different countries nor the increase in travel and labour mobility across different cultures directly imply a more standardized form of advertising communication. SINGLE BRAND IMAGE A single brand image is Duncan and Ramaprasad (1995) survey the most important reason for standardization. Khan (2003) also mentions in his research that in support of single brand image, standardization should be used to promote a global corporate image. The advantage with standardization of brand image is even more important now, due to increasing geographic customer mobility (e.g. because of tourism) and media spill over. This results in broadening the perception sphere. (Chandra et al., 2002) Cultural, economic, social and other differences make it difficult for companies to define a global brand image that has a global appeal. PRODUCT CATEGORY A standardized advertising strategy should be more easily produced for products in which individuals share common consumer behaviors than for products used in culturally specific ways. For instance, consumer high-tech goods (computers, mobile phones), beauty related product advertisements may be somewhat similar across cultures where as food is generally considered to be consumed in traditional and idiosyncratic ways (Nelson and Peak 2007). Duncan and Ramaprasad (1995) stated in their survey that standardization of
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television advertisement seems to work best when the product is pragmatic and utilitarian and when it satisfies universal physical needs such as shaving and diapering babies. In such cases, they explained, the message is often rational and informational. DEMOGRAPHIC, CHARACTERISTICS (Chandra et al., 2002) argue that the feasibility of promotion standardization relies on the existence of homogeneous market segments across countries. If it exist consumers in cross- national market segments share common behavioral response patterns and preference structure and thus react similarly to market stimuli. But Khan (2003) argues that there is need for advertising adaptation to fit the unique dimension of each local market. Research has indicated that when cultural values that match people are embedded in advertisements, customers are able to find commonalities between themselves and the characteristics of the advertisements. When the perceptual basis of difference is different, the perception of message will change. Communication from one culture to another is difficult because they affect the way phenomenon is perceived. Khan (2003) EXPLOITING SUCCESSFUL IDEA Duncan and Ramaprasad (1995) explained that exploiting a successful idea that might have taken many years to develop, when it is starting to produce results, clients are anxious to leverage this idea and their investment by introducing it to other countries. Respondents also explained that really big ideas are easiest to standardize, and when campaign strategy has been in
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PSYCHOGRAPHIC

AND

CULTURAL

use for more than twenty-five years in one single country, it has proven it can work in more than one culture. NIH NOT INVENTED HERE Duncan and Ramaprasad (1995) found that it is a factor and a barrier to standardization, if the agencies are on the receiving end of standardization campaigns, only 10% feel comfortable using such advertising, a finding that documents the resistance at the local level to using creative materials not invented here. This attitude may be serious problem for extending campaigns beyond their original national borders.

2.3Conceptual Framework
The conceptual framework is defined as something that explains, either graphically or in narrative form, where the focus of the study will lay. 2.3.1 Conceptualization Elements of Television Advertising There are many different elements in an advertisement, and the following theories will be used in our data collection: Appeal Rational Examples of rational advertisement is when the message show a products quality, economy and value or performance. Informative advertising may help remove some of uncertainty. Emotional Consumer feel good about the product.
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 Rely on feelings for effectiveness. Effective in conveying a personality to consumers Generates an emotional response result in more positive reactions. Culture Cultural appeals increase the effectiveness of persuasive communication. Opposite if not matching cultural appeal. Speech elements National Language Use of local language increases the effectiveness of the communication. Sound Audio that is not synchronized with video can be distracting. Visual Elements Scenery It is important to consumers to identify themselves with the place the product is in. Model Advertising should present model similar to the target group.

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2.3.2 Conceptualization Influencing Factors As mentioned earlier there are many influencing factors to the decision of standardization or adaptation in television advertising. We have found relevant theories regarding influencing factors; these relevant theories relevant theories will be looked at and compared with the collected data: Cost Cost saving create pressure in favour of standardization, and their survey rated saving money as one of the least important reasons for standardization. Demographic, psychographic and cultural characteristics Feasibility of advertising standardization relies on the existence of homogeneous market segments across countries. Consumers share common behavioural response patterns and preference structure and thus react similarly to marketing stimuli. Cultural values should be embedded in advertisement to increase the ability for consumers to identify to it. Macro factors Legal, political, economic, regulatory and marketing infrastructure factors vary from country to country and they influence the decision significantly. Countries that are economically alike have similarities and commonalities in lifestyle patterns.
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 Increase in travel and labour mobility. Single brand image To promote a global corporate image. Product category Standardized advertising for products in which individuals share common consumer behaviours. Adapted advertising for products used in culturally specific ways.

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3. METHODOLOGY
In this chapter the methodology used for this thesis will be presented. The chapter will present the approach of the research adopted with the thesis, continuing with data collection and sample selection. 3.1 Research Approach: Qualitative The choice of qualitative research is based on our purpose to get a deeper understanding of the area. The data collected can not be generalized since it is not covering the whole population but it will give a possibility to gain an understanding of what the population covered think and why these decisions are made. One thing that arises when working with qualitative research is the problem to collect information from different sources since they could be too specific.
3.2 Research Methodology

Date Source Primary: Secondary: Through Questionnaires Through Internet, Journals, News papers and Misc.

Data Collection Procedure: - Survey Research Instrument: - Structured Questionnaire. Sample Size: - 30 Sample Area: - work did in Amritsar only. Sample procedure: - Random sampling.
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Criteria for respondents to research objective one: For analyzing the television advertisements results I took the help of two other people, which included my mentor and my cousin who has done MBA in Retail. And the criterion set was that the respondents had to be: from different age groups not all of same sex from Punjab only

This would enable me to add more views than my own to describe the elements of advertising and to get age differentiated viewpoints on standardization and adaptation. The sample consisted of people in our network that is thirty people which include 7 school going children aged between 13-18 years, 9 college students aged between 20-30 years, 9 people of working group aged between 30-50 years and 5 older respondents 50+. Criteria for research objective two: I choose to make a single case of multiple units, and with consultation with my mentor decided two criterion that the company had to fulfill. The company had to: be an international company use television in their advertising

We thought about which companies would be relevant to our research and we came up with Unilever and Coca cola, one sub - unit use standardization a lot and other uses adaptation a lot.
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We found Unilever interesting because of the vast supply of products in different markets with many television advertisements arising right now. With that as a background, I collected data from website Unilever India. Second I came across Coca Colas remarkable marketing skills during quite a long time. The Coca Cola is practicing adaptation as television advertising strategy. The fact that they are global brand made us interested in their opinion about factors influencing the decision. The information about companys advertising strategy was collected by calling and by listening to Head of Marketing of Coca Cola India on television show Bosses Day Out and by accessing its website. Now I had two companies on which study of standardization and adaptation. Choice of documentation As regard to the research question one I choose to collect information by interviews and questionnaire. For this purpose I choose four respondents and four commercials, Gillette Fusion, Cadbury, BMW and Mtn Dew. I along with consultation with my mentor found these four the most interesting and suited the following two criterias. The commercial had to; be a global brand be aired in Punjab (India)

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4. EMPERICAL DATA
In this chapter we will present the empirical data collected. This chapter will be presented with the data collected related to research objective one and followed by data related to research objective two. 4.1 Elements of Television Advertising For this data collection section we have chosen to do interviews with people. There were thirty respondents, which include 7 school going children aged between 13-18 years, 9 college students aged between 20-30 years, 9 people of working group aged between 30-50 years and 5 older respondents 50+. The interview was conducted individually. We asked respondents about four advertisements, Gillette Fusion, Cadbury, BMW and Mtn Due. Gillette Fusion can be described as a standardized commercial, not produced in India using an action appeal. Cadbury uses adaptation more as medium of television advertising, BMW uses strict international standardization and Mtn Dew advertising has a humorous and faith oriented appeal targeting young men.

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GILLETTE FUSION

BMW

CADBURY DAIRY MILK

24

MTN DEW

Rational Appeal
Gillette Fusion: All respondents agree that the commercial is informative and the product is the best shaver. The shaver is very qualitative and luxurious product, and if you use it the shaving result will be the best. A remarkable thing is that one of the older respondents said it was not enough informative and that he wants more information. About 73% feel that this commercial provides desired information. One young respondent said that mentioning of Gillette gave a lot of credit, because it is almost common sense to know that they are a premium brand. BMW: All respondents think that there is no actual information about performance and economy. The commercial is showing model of car only, so in that way it is very informative. One respondent think that the advertisement is meant for people of specific income group. About a half of the respondents that is 56% feel that they are fine with the information provided.

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Cadbury: All respondents agree that this one is not so informative bout the product; they only say that it is sweet and chocolaty. One young respondent pointed out that it is not so expensive and does not need that much further information. This advertisement is not rational. A very low percentage (23%) of respondents thinks that the commercial does not convey the main product. Mtn Dew: All the respondents feel that advertisement is actually not saying anything about drink, but all the respondents understand it and liked the idea of Dar sab ko lagta hai, Gala sab ka sookhta hai and Cheeta bhi peeta hai. Similarly this advertisement does not convey the main idea. Only 46% feel the advertisement have rational appeal. The following chart illustrates the above thesis.
80 70 60 50 40 30 20 10 0 Gillette Fusion BMW Cadbury Mtn Dew Dairy Milk

Percentage of people finding rational appeal

Emotional appeal
Gillette Fusion:
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The respondents describe it similar to expresses masculinity and you will feel good about the result after shaving and women will like it. The product is described as a value product that fulfils a rational need. 83% respondents feel that this commercial gives feel good environment and 70% say that the models convey the masculine and macho personality. But a specific emotional appeal is not there.

BMW: There is not specifically any emotional appeal, the advertisement represent a cosmopolitan businessman whose love is luxury. As regard feel good and conveying personality the respondents think (93% and 96% respectively) that advertisement had succeeded. One older respondent argues that it is more about materialism and away from ordinary man of India. Only 33% find an emotional appeal in it. Cadbury: All the respondents identified the father daughter, husband wife relationship in retro style very creative and warm. And most of respondents (about 86%) think that it is the most emotional advertisement among others. Mtn Dew: All the respondents say that the earlier commercial was much about humour and feel good (73%), and the later is more about adventure which is more appealing to youngsters. It illustrates the adventurous attitude and team spirit of the young people. Further a respondent added that the association of Mtn
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Dew with sports related events gives the feeling of adventurous sportsman. It was said by an old respondent that young feel drinking soft drinks is cool and adventurous. So it plays with the emotions of the young people. 66% think this commercial has an emotional appeal. The following chart illustrates the above results.

100 80 60 40 20 0 Gillette Fusion BMW Cadbury Mtn Dew Dairy Milk Percentage of people finding emotional appeal

Cultural appeal
Gillette Fusion: It matches the man culture, and the macho-culture and it is efficient in that way to promote the message. It also appeals to men with action with fast paced commercial. One of the older respondent said that he did not like it at all and it did not match any of his expectations, but concludes with admitting that he is affected and when looking for a razor in the market, he might consider Gillette Fusion. This advertisement only 33% Indian culture specific appeal but has 63% social and economic appeal. BMW: The whooping 90% respondents agree that the advertisement does not suit
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Indian culture effectively only, but at the same time some agree that due to changing social, economic and demographic pattern of Indian consumers such standardized advertisements are gaining importance. 86% agree with preceding explanation.

Cadbury: The respondents perceive that it is a family culture bounded commercials. This kind of relationship and culture match the Indian expectations of core family, as such 86% feels alike. Mtn Dew: All respondents agree that the commercial is very adapted from the western world. All people can somehow identify themselves with adventurous guys longing to do something. Some people do not understand the relation the relation between rafting and the soft drink. The young respondents argue that it is effective communication because it appeals to youngsters. To present the data collected graphically following chart is used.
100 80 60 40 20 0 Gillette Fusion BMW Cadbury Mtn Dew Dairy Milk Percentage of people finding specific Indian cultural appeal

Language
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Gillette Fusion: Opinions among the respondents are divided, the younger think that it would loose some of the cool appeal if translated into Hindi. The older think that it could easily be translated into Hindi, but agrees that use of English is simple, due to the fact that English is the second largest language in India. Regarding the use of Hindi instead of English only 23% agree to it, and most of favorable respondents are from older group. BMW: Though the respondents feel that the use of English is effective because this advertisement aim a specific group of consumers. But more effective is the way car is presented. It becomes a piece of appreciation and even the non target audience love to see it. 84% of the respondents think that the use of English suits the commercial and need not to be adapted in Hindi. Cadbury: One young respondent feels that it is sweet and cute with Hindi, and it become easier to reach even the small villages. It reminds of the beautiful and fashion full 70s and 80s. As such all that is 100% respondents love this advertisement in Hindi only and no one suggests the use of English language. Mtn Dew: Although most respondents (i.e. 63%) feel that the commercial being in Hindi is fine. Some young feel that if English is used as medium of communication, it would be more exiting for young people, because young
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people feel that English is cool. Also because the consumers know that it is an international brand. The following chart illustrates the above results.

100 80 60 40 20 0 Gillette Fusion BMW Cadbury Mtn Dew Dairy Milk Percentage of people fine with the use of Hindi language

Sound
None of the commercials chosen in the sample use dubbing technique, so there is not any point of bad lip synchronization. But one of the respondents gave the example of ITCs Bingo Chips, which they found very interesting and cool.

Scenery
Gillette Fusion: The young respondents think that the scenery could relate to target group expectations about a top secret facility and enhance the over all appeal. The older think that it is too artificial but agrees on the fact that it contribute to the overall surroundings. 80% of the respondents find the scenery matches the theme of the commercial.

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BMW: All the respondents describe that that it can be anywhere in the world, it is very ordinary. Everyone that has once been in a developed country can identify themselves with the commercial, but not the ordinary man of India. The scenery so appealing that 70% say it matches with the product presented as the commercial is not targeting every Indian but a specific elite social group. Cadbury: All the respondents describe the scenery to be a very nice environment and scenery that many can identify themselves with, a very retro look, bubbly family relations. 76% of the respondents love the scenery of the commercial, which included majority of old respondents. Mtn Dew: As one young respondent said, it rough and tough mountains, go exactly the same with the theme of commercial. But more importantly it is the spirit of young people and strength to do difficult tasks that inspire the people. It shows the team spirit and 80% of the respondents think the scenery matches with the advertisement. The following chart illustrates the above results.

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80 78 76 74 72 70 68 66 64 Gillette Fusion BMW Cadbury Mtn Dew Dairy Milk

Percentage of people agree with the scenery and theme of Advertisement

Models/spokespersons
Gillette Fusion: All respondents argue that the actors do not have to represent the target group; one respondent argues that it is more like a movie. 83% respondents think that the model presented matches with the expectations of the target audience. BMW: The respondents feel that the commercial uses very delicate and calm scenery witch matches beautifully with the luxuries of car. It targets a specific social groups and social class. The model in this advertisement looks very decent, educated and rich man who deserves such luxury, as 93% respondents agree with it. Cadbury: One interesting point one respondent had was that even though they are not represented in the commercial they are indirectly, because they can think back on how it was. And the old people say that it remind them on the
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excessively fashion able 70s and 80s. Though there is not any specific model or actor but group of models but respondents like it. Mtn Dew: The respondents think that target group is young men, and those are the ones represented in the commercial. 83% of the respondents feel that the models presented are best suited, as the target audience is the young people. The following chart illustrates the above results.
100 95 90 85 80 75 Gillette Fusion BMW Cadbury Mtn Dew Dairy Milk Percentage of people convienced with the models used

4.2 Influencing Factors

This case study is about the second research question and involves two units, Coca cola and Unilever. The data collected for this section has been conducted through telephone correspondence and research through their respective websites. I will first present the two companies and in separate sections present the data collected. Coca Cola is a premium soft drink brand that is based in America, and due to large growth in profits it has spread its business in almost all countries of the world. I considered choosing Coca cola because it is consistent and premium brewage brand and is present in India from quite a long time.
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Unilever is a company that owns many more than 400 consumer product brands spanning over fourteen categories from home, personal care and food. Some famous brands in Unilevers brand portfolio are Dove, Lipton, Knorr and GB Glance etc. Unilevers mission adds vitality to life. Their aim is to meet need needs for nutrition; hygiene, and personal care with brands that help people feel good, look good and get more out of life. The year of 2008 Unilever had a global turnover of 41.5 billion in 150 countries around the world. I found Unilever interesting because of vast supply of products and different markets with many television advertisements airing right now.

4.2.1 Data Collected Sub unit one; Coca Cola

Coca Cola have a global brand strategy that pan over all markets where they act. Regarding the communication Coca cola has a global concept and use it when it fits the most. The marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century.

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On January 21, 2009, Atlanta-based beverage giant The Coca-Cola Company (Coca-Cola Company) launched a global integrated advertising campaign called "Open Happiness" for its iconic drink Coke. With the intention that brand isn't here to solve world peace or fix the economy. Simply, represent a small moment or small pleasure in a sometimes very stressful or difficult day for people. The campaign which was rolled out throughout 2009 in markets around the world, in India with Mr Aamir Khan as its ambassador. Relating to cost issue, Coca-Cola Company argues that even through it is lot more expansive to adapt commercial locally, it is more valuable due to the fact that the relevance of the message increase for their local target group. In response to demographic, psychographic and cultural characteristics factors Coca-Cola Company have a very thorough segmentation of their global consumers. The company always try to match the target group by finding some local twists that is culturally specific. There is tremendous difference in how consumers consume the coke in different markets and countries. Coca-Cola Company is aware of many macro factors and increased
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consumers mobility, but because coke has a global concept, it presents uniformity of the consumer. Coca-Cola Company emphasizes on clustering countries that are similar, in regard to different maturity level and education level, to know which kind of commercials work. Even though Coca-Cola does not have product categories in normal fashion, but there are categories with in beverage segment, like Fanta, Limca etc.

4.2.2 Data Collected Sub-Unit Two; Unilever

Unilever have a global strategy for all its global brands and in most cases a centrally developed communication is adopted for US, Europe and Asia. One example is that the advertisement of Dove (soap for personal care) is same in US and Asia. At Unilever, the cost is a very important factor for every product commercial. It is very expensive to develop a high qualitative commercial, and to develop one for each local market due to minor cultural differences. So, the cost advantage of a standardized commercial is very important. About the demographic, psychographic and cultural characteristics factors, Unilever states that different markets have very similar and homogeneous market segments. The preference structure and behavioral responses are independent of geography that there is no reason to have different communications for different countries. This allows adopting standardized television commercial.
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Unilever is always trying to avoid local adaptation and with that also cultural adaptations. It instead focuses on non-geographical consumer dependence factors. It occasionally adapt within the food category due to some local cultural differences in consumption, preparation and serving of the product. Unilever have different product categories, fourteen categories spanning from home, personal care and food. Most of the products are used in common way around the world, but there are as mentioned above some cultural differences in food category.

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So, it can be concluded that there are three most important factors for Unilever when deciding about standardization or adaptation of commercial:
1. The consumers are more mobile today and so it is very important to

be consistent in the communication between different markets. 2. For most of the brands the preference structure and the behavioral responses are the same, independent of geography. Therefore, there is not actually any reason to have adapted television commercial.
3. The cost concept, the cost to develop high qualitative commercials is

very high.

5. DATA ANALYSIS
In this chapter the data collected will be compared with the conceptual framework that was developed in chapter two. The analysis will start with a data reduction through making a within case analysis then display our simplified data, where we will show how the data compares with the conceptual framework. The last activity drawing conclusions will be presented in the final chapter. 5.1 Elements of Television Advertising It is found that visual and verbal elements of advertising are particularly sensitive to/and is more dependent on cultural differences. On further research it was found that appeals are another such element. It can further be divided into two types, rational and emotional appeals. Rational Appeal Rational appeal in advertising is when the advertisement shows the

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products quality, economy, value and performance. All the respondents agree that Gillette Fusion and BMW commercial use a rational appeal. It can be related that more informative advertising appeals may help reduce some of the uncertainty often related with the products. The older respondents agree on that they want more information. But one younger respondent says that as regards Cadbury it need not be informative as it is not so expensive. The theory goes partial in line with the collected data. Emotional Appeal Advertising using emotional appeal rely on feelings for effectiveness, all the respondents agree that all the advertisements stir emotions. For example, Gillette Fusion expresses the good feeling about the result after shaving, Cadbury shows warm family relations. The young respondents think that it is good to have an emotional appeal to create awareness, to raise interest about the product. According to the respondents Cadbury and BMW are the best personalities to convey personalities, but Gillette Fusion is very successful to convey masculinity and Mtn Dew convey adventurously daring personalities. So, this theory is supported by Data collection. Cultural appeal When cultural peculiarities are embedded in advertising it will enhance the effectiveness of the commercial, according to the respondents all commercials have a cultural appeal. Gillette Fusion matches the man and macho culture that is effective in its persuasiveness. The respondents feel a
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family and classic retro Bollywood culture appeal in Cadbury. BMW matches the lifestyle of the posh and luxury living people. Mtn Dew appeals to humour and rough and tough Youngistan. One of the older respondents argue that Gillette Fusion did not match his expectations, but concludes with admiring that he is affected and when choosing a razor in the market, he might consider Gillette Fusion. The theory is not entirely in accordance with data collection. Language Two of the selected advertisements use English speech and two uses Hindi. Stewart (1994) argues that to increase the effectiveness of the communication, then it should offer information in local language, over which all the respondents are divided. The younger respondents feel that it would loose some of its classic appeal if translated into Hindi, relating to Gillette Fusion and BMW. Where as the use of Hindi suits the Cadbury. Over Mtn Dew the respondents are divided as some feel that the earlier commercial in English was more cool then the present using Hindi, but some feels opposite. The respondents think depending on product and target group, and English can be used. The theory and collected data partially agree. Sound Since none of our selected advertisements uses lip sync therefore no conclusions can be drawn from the data collected. But in general question they responded that, if lip sync does not match it could create great distraction which can divert the attention from product. So the respondents feel that it is distracting. So theory and data collected agree on this point.
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Scenery In theory, it is important for advertisers to place the product in an environment that the consumers of a target market can identify themselves with it. Regarding the Gillette Fusion commercial, one young respondent thinks that the scenery could fulfill the target groups expectations for a top secret facility where revolutionary technology is developed. The older thinks that it is too artificial but agrees that it contributes to action movie atmosphere. In Cadbury the scenery in very creative. The sea scenery and the bridge creates very alluring atmosphere. Though no respondent can identify themselves with the scenery in Mtn Dew, but respondents agree that it suits the theme of the commercial. The data collected partially agree.
Table 2. Comparison of different advertisements on elements scale

Theory

Gillette Fusion using Yes

BMW

Cadbury
No

Mtn Dew

Advertising rational appeal Advertising emotional appeal

Yes

No

using Yes

No

Yes

Yes

Convey Personalities

Yes

Yes

Yes

Yes

Generating an emotional No response Cultural peculiarities are Yes and No embedded

No

Yes

Yes

No

Yes

Yes

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Local language

No

No

Yes

Yes and No

Lip-sync failure

N/A

N/A

N/A

N/A

Present in a familiar Yes and No environment

Yes

Yes

No

Table: shows the summary of the analysis between, data collected and theory. The table display differences in theory and our collected data for some of the researched elements in television advertising. The differences are also between television advertisements.

5.2 Influencing Factors

The feasibility and appropriateness of standardized, adapted, or completely different campaigns depend on many factors, and there is a little consensus on to the key determining one. Although there are many influencing factors, the final decision regarding the standardization/adaptation of television advertising is always the clients.

Cost
The use of standardized advertisements on television reduces the cost. Even then it is more valuable for Coca cola to be relevant to their local consumer groups, even though it is more expensive. In contrast, at Unilever the cost savings of standardized commercial is very important. For Unilever it would be financially inefficient to adapt to minor cultural differences, due to the

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high cost of high qualitative commercial. The collected data is in accordance to the theory.

Demographic, psychographic and cultural characteristics

The feasibility of promotion standardization relies on the existence of homogeneous market segments across countries. Both Coca cola and Unilever have existence of homogeneous market segments. The former have very thorough segmentation of their global consumer, and it enables them to know which group of people that are Coca colas specific target group. The consumers in those groups act similar in many different markets and therefore it works after that fact when developing a communication. It does not single out markets like Europe and Asia. While Unilever roughly divides the markets into segments like US, Europe and Asia and see them as very similar and homogeneous market segments. So collected data is in accordance with the theory. When cultural values are embedded in the advertisements it is easier for consumers to find commonalities between themselves and the commercial. Unilever always tries to avoid cultural adaptations. They in stead focus on non geographical consumer dependence factors, for example, family culture and different social cultures. On the contrary, Coca cola always tries to find some local twist in the advertisement for communication with intended consumer.

Macro factors

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The countries that are economically similar have similarities and commonalities in their lifestyle patterns. Increase in travel and labour mobility across different cultures directly implies a more standardized form of advertising communication. Coca cola is aware of the increased consumer mobility, and they agree since it uses a standardized global concept, like Open Happiness which was launched worldwide. Unilever is also aware of the importance of being consistent, brand consistency. This is due to changed lifestyle among consumers, they travel more now and work force mobility has increased significantly. The collected data is in accordance with the theory.

Single brand image

Standardization is used to promote a global single brand image. Single brand image is something that both the companies work for. In coca cola, they work with global platform which is locally adapted to have local relevance, because the markets are too different sometimes and it is very hard to create relevance centrally. Unilever is striving for the same brand vision. Unilever rarely adapt their television advertisements when they really have to, to keep brand consistency. The theory and data collected agree.

Product category
It is suggested that a standardized television commercial should be used for products in which individuals share common consumer behaviours, and adapt for products used in culturally specific way. Even though coca cola do not have product categories in normal fashion, but there are categories within the carbonated drinks sector. So they adapt their advertisements in

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relation to maturity factor. In contrast Unilever have many different product categories, and most of the products are used in common way around the world, but there are some cultural differences especially in food category. So it prefers adaptation in this category. So the data collected is concurrent with the theory. The result from data analysis from different factors is shown in following table.

Table 3. Comparison on influencing factors basis

Cost Homogenous markets Sharing behavioral responses Macro factors Consumer mobility Single brand image Product category

Case: Consumer products Unit 1: Coca Cola Company Unit 2.: Unilever Important but local relevance is Very important more valuable Yes, exist Yes, exist Yes, but taste preference differ Yes widely among markets Yes, cluster similar countries Yes Yes, important and they work with global platforms Yes, huge difference mature markets Yes Yes Yes, almost never adapt any advertising Yes, only differences in food category
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6. FINDINGS AND SUGGESTIONS

In the previous chapter we analyzed collected data with theory. In this chapter I will present overall findings of this study and answer our research questions and thereby fulfill the overall purpose. 6.1: Research Objective 1 To study the response of consumers toward elements of television advertising. On the basis of the above studies and after analyzing the data collected the following findings are made about the elements that influence the customers view point toward television advertising. The following will help

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us know that which elements suggest about which advertising strategy to be followed, either standardization or adaptation? These can be discussed as follows. One popular element among the older respondents was the use of rational appeal; older people want as much information as they can get. However, among the young an emotional appeal was far more appreciated, since an emotional appeal stirs positive emotions, such as love, humour and pride, also they could recall it easier. It is very important to stir positive emotions, but also to have link between the commercial and target group. In that sense an emotional appeal is much better to convey those individualistic personalities. In our study we found that our respondents could identify themselves better with those commercials that portrayed different personalities. Our research also shows that there is a big difference in cultural appeal among the commercials. We found that it is not so much about geographical culture, to make a commercial work in many countries. The makers try to find non-geographical culture issues. When different brands do not match geographically bounded culture, it enables brand owners to standardize them across a country that is a huge advantage. When it comes to language, we found that depending on target group the local language should be used. English is regarded as cool and exciting while Hindi can be silly sometimes. Even though India is a multilingual country, the very young and old are not so good in English. If the commercial is not skillfully made and adapted for dubbing it should be avoided, because all respondents find dubbing distracting and it moves the
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focus from the product to the failure in lip-synchronization. We found that regarding to scenery it is very important that the environment and atmosphere match the expectations that the consumer have. Especially the older consumers are sensitive to artificial environment. Based on these findings the following suggestions can be stated:

The use of rational and emotional appeal is varied among age groups, but it also depends upon the kind of product. Emotional appeal is best for conveying personalities and when the target group is young, whereas rational appeal works better for older. So when the target audience is young, standardization is preferred but if the product is used by people of all age groups, including children and old people, adaptation strategy can be adopted.

To facilitate standardization, non- geographical cultural appeal should be used in television commercial. For example family culture and humour should be used instead of geo-culture bounded factors, such as anything that is specific to any given culture.

As regard the use of language in advertisements; most of the times English is used in Standardized commercials. So English language can definitely be used for commercials with a focus on young audience. Because they think English is cool and English is the second largest language spoken in India. Hindi should be used when targeting very

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young and old. So in such situation adaptation should.

Sometimes to adapt a standardized commercial for widening the reach of the commercial dubbing is used. But we have found in our research that dubbing should not be used, as it leads to diversion of mind, from the product to the speech.

Very important for the consumers to identify themselves with the environment where the product is placed. Artificial scenery should be avoided when targeting older people.

Table 3 presents some of the elements rated 1 to 5.the table presents some testable ratings of from our respondents opinion about the importance that some elements have to them.
Table 3: Elements rated 1-5

Target group E Rational appeal

L E M E N T S

Old

Young

5 3 5 4 4 3

2 4 2 1 3 2

Emotional appeal Cultural appeal Language Scenery Models/actors

The ratings in the table above are scaled as follows, 5 very important, 4 important, 3 neutral, 2 less important, 1 not important.

6.2: Research Objective 2

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To find out the factors that influences the decision to standardize or adapt the television advertisements. There is no reason to think cost issues to be nothing else than important. However, we found that there are differences in the importance of cost among companies, and it depends on what the company find relevant. Cost is a factor companys consider for standardized commercial, but even though it is very expansive to have local relevant commercial it can be done with uniformity. We found that global platforms are used to create uniformity across even though it had been adapted. It is very important with consistency in their brands so companies have to present single brand image, and sometimes it is very hard to cover all differences centrally, but as mentioned before one common platform is the key. When deciding to have a standardized commercial, the real challenge is in the result, so that it does not become too much of a compromise to enable it to work across countries. Homogeneous markets exist and companies are of course aware of this, but segmentation differs among companies. We found that it differs significantly between companies in how they segment markets. Unilever segments the markets quite roughly as Europe, U.S. and Asia and Coca cola is very thorough in their segmentation. We also found that some companies rather focus on non geographical consumer dependence factors, like family culture and different social cultures this allows them to use standardized commercials across different markets. However, some companies try to find local twist to create local relevance, this cause them to adapt their commercials.

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The increased traveling and increase in work force mobility make companies think about their global concepts. All companies are aware of this, and they solve this with global concepts to present conformity and brand consistency to their customers. It is important for companies to know the maturity and education level of the countries. Not only consumers can be at different maturity levels, but also the products can be at different stages, for example depending on the competitors situation and the product life cycle. One important factor the companies consider is in which product category the product belongs to. Even though for example, coca cola only have beverage product, but it has different sub brands like Fanta, Limca etc. Unilever however have many different products in fourteen categories, but most of them are used in common way. We found that companies take maturity in consideration for their commercial, because for example the super premium category does not exist in immature markets. Taste and preferences and preparation of food should also be considered, and differences in that may demand an adapted commercial. Based on these findings the following suggestions are stated:

The cost is always an issue for all companies; if they want local relevance in specific markets they will follow adaptation policy. Though the cost incurred will be at a higher cost. However, Duncan and Ramaprasad (1995) were surprised when their survey rated saving money as one of the least important reasons for standardization. But if standardized advertisement is adopted, companies receive economies of scale.
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To facilitate a standardized commercial, the company should focus on non-geographical consumer commonalities, such as humour and family culture. For example, Beauty has universal appeal and the commercials of such products are least adapted.

Due to increase in travel and workforce mobility across countries, companies can use standardization concept. But they have to keep global concept in mind, and in that way they need to present a consistent brand image across all countries.

A global platform should be used to have as a foundation for local adaptation to present a single brand image. Because if in the near future company uses standardization strategy, it should not bring sudden change to consumers.

Maturity and education level among customers are important factors to consider when producing commercials, because of the tolerance for the use of sex and humour varies across markets. So mostly it the countries that are developed have equal maturity level and hence standardization can be adopted. But in the countries that are sensitive to their particular regions adaptation need to be adopted.

Maturity applies to products also, early stage or maturity stage. A product in the early stage cause for more adapted commercials. Because it need to be introduced to the target audience, so that they can identify them with the product. Mature products in one market can
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be standardized together with other mature markets.

Preference structure and behavioral response are the same independent of geography for many products. So, the area can be divided on geography basis. For example, sub-continent can be put in one category and Europe in another and south Asia in another. One standardized advertisement can be played in certain demarcated geographical area.

6.3 Limitations of research

Nothing can be said complete in this world and no one is perfect. Fingers are always raised even on the research of the great scientists, philosophers etc. In my study on standardization and adaptation in television advertisements, I came across some hurdles also. These can be stated as limitations of the research. These are as follows:

Firstly, the data collected through questionnaire method, was through convince sampling. The group of people covered was 30 only and generalized such data collected on whole population.

Since, advertisements have more to do with emotions and feelings, which is a psychological concept. Therefore, respondents can be very specific while answering the questions.

The companies are not always open to provide full information about their strategies. Though I accessed their website but information was not adequate.
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The area of research was very small as it included only small portion of Amritsar only.

For the purpose of this study, I choose only six companies commercials. So, it makes the research very limited. As there are hundreds other categories that are left.

7. CONLUSIONS
The purpose of this thesis is to gain better understanding of how companies standardize and adapt their television advertisings. This has been done by observing and interviewing consumers and other source of information. During this research we have started to gain the understanding of how the decisions are made. Since the modern world has gotten bigger during the last twenty years or so, this area has become wider with new parts that have not been included in earlier researches. So, we found in the thesis that the main purpose for television advertising for every company is to reach to its target audience. For this they consider many elements and influencing factors that would affect the decision about advertising approach in particular market, that is, whether to adopt standardization or adaptation. While considering the elements of advertising the focus is on the consumer preferences and wants. While the influencing

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factors are considered by the company only according to its convenience. Every endeavor is undertaken to accomplish challenging goals, and it can only be successful under the experienced and encouraging guidance. It can be concluded that although standardization is used across many different markets on a large scale but still it is a burning topic these days, as all of them doesnt turn to be a success.

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