There is an ongoing debate between "standardization" versus "adaptation" pertaining to global advertising. Explain how different sides of the arguments fit into the global context

Question

What will be an ideal response?

Answer 1

Communication experts generally agree that the overall requirements of effective communication and persuasion are fixed and do not vary from country to country. The same is true for the components of communication process whereby the marketer is the source of the message; the message must be encoded, conveyed via the appropriate media, and decoded by a member of the target audience. A message is fully communicated when it results in a desired feedback. Four major difficulties can compromise an organization's attempt to communicate with customers in any location: (a) the message may not get through to the intended audience. This may be due to advertiser's lack of knowledge or experience about appropriate media to reach certain types of audiences; (b) the message may reach the target audience but may not be understood or may even be misunderstood. This may be due to inadequate understanding of the target audiences; (c) the message may reach the target audience and may be understood but still may not compel the recipient to take action. This could be due to the lack of cultural knowledge about a target audience, and the effectiveness of the message can be impaired by noises, which in this case are external influences such as competitive advertising, other prejudices and related factors. All these factors compel a marketer to think and decide whether to use adaptations in advertising from country to country and region to region. Proponents of the "one world, one voice" approach to global advertising believe that the era of the global village has arrived and that tastes and preferences are converging worldwide. According to the standardization arguments, people everywhere want the same products for the same reasons. Advertisers who prefer the localized approach are skeptical of the global village argument. They assert that consumers still differ from country to country and must be reached by advertising tailored to their respective countries. Proponents of localization point out those very costly blunders have occurred since advertisers have failed to understand or adapt to different cultures. Currently, the argument remains unresolved and companies are using both standardized advertising as well as adapting where necessary.