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Date: Tue, 21 Feb 2006 19:43:53 +0100
From: "Shintaro Okazaki" <obarquitec@coac.net>
 
International Marketing Review

Call for Papers

Special Issue Editors:

Shintaro Okazaki, Ph.D.
College of Economics and Business Administration
Autonomous University of Madrid, Spain

Barbara Mueller, Ph.D.
School of Communication
San Diego State University, U.S.A.

Global Advertising: Insights from Multiple Markets

The dismantling of political, economic, and cultural barriers during the 1990s enabled multinational corporations to operate on a truly global basis, rather than on a multidomestic basis. The development of global media, such as satellite TV and the Internet, has led to both the growing homogenization of consumer tastes across the world , as well as the increasing employment of globalized and regionalized advertising campaigns.

The question today is no longer whether marketers should or should not globalize their advertising campaigns, but rather to what extent will it be possible to standardize a brand’s campaigns in either all or some of the brand’s markets throughout the world." The goal of this special issue is to present new insights into both the factors that influence the use of standardization, as well as the effects of such standardized advertising on consumer attitudes and perceptions, and ultimately, a corporation’s performance. Manuscripts may have a theoretical and/or practical orientation. The primary criterion for assessing fit with the upcoming special issue of the International Marketing Review is that manuscripts present data from more than one market.

Topics that would be appropriate for this special issue include, but are not limited to:

• Headquarters vs. local control in global advertising campaigns
• Role of new media in global advertising campaigns
• Role of legal and regulatory issues in global advertising campaigns
• Effectiveness of specific executional and/or creative techniques in different countries
• Assessments of the circumstances under which executions can be standardized across markets
• Culture and its impact on global advertising effectiveness
• Consumer attitudes toward, and acceptance of, standardized advertising
• Financial performance of standardized advertising
• Headquarters’ versus subsidiaries’ evaluation of advertising performance
• Brand equity and global advertising
• Longitudinal analysis of advertising performance
• Performance of globally integrated marketing communications

Submission Information:

Deadline for Submission: 31st October, 2006. Submitted manuscripts should follow the format as suggested in the Submission Guidelines on the journal website
.

The manuscript should be prepared in Microsoft Word format. The names, affiliations, and contact information (i.e., phone, fax, email addresses) of all authors should be provided on the cover page only. The author(s) should not be identified elsewhere in the manuscript. Submitted papers will undergo a double-blind review.

Authors may submit completed manuscripts electronically at any time prior to the deadline, 31st October, 2006. Manuscripts and any questions should be directed to:

Shintaro Okazaki, Ph.D.
Autonomous University of Madrid
Department of Finance and Marketing Research
College of Economics and Business Administration
Cantoblanco, 28049 Madrid,
Spain
e-mail: obarquitec@coac.net
Tel: +34 (91) 497-3552
Fax: +34 (91) 497-8725

Barbara Mueller, Ph.D.
School of Communication
San Diego State University,
5500 Campanile Dr.
San Diego, CA 92182-4561
U.S.A.
e-mail: Muelle1@mail.sdsu.edu
Tel: +1 (619) 594-5450
Fax: +1 (619) 594-6246