Summary
"Process standardisation of international advertising planning"
International advertising planning can be defined as a process which includes the following steps: Analysis of the initial situation, planning of the advertising strategy including the development of the positioning and the definition of the target group, planning of the advertising budget, planning of the production of advertising means, media planning and post-testing.
The definition of international methodological standards for the advertising planning is very important
in the view of the globalisation because they can increase the efficiency of international campaigns. Nevertheless one can notice that in the automobile industry the factual degree of process standardisation is far beyond its capacities. This article is thus to be seen as a proposal for the organisation of international advertising planning. Methods are developed for each step of international advertising planning und suggestions are made for the distribution of responsibilities in a multinational company.
Source: Dmoch, T. (2004b), "Die Prozessstandardisierung der internationalen Werbeplanung", ZfAW. Zeitschrift für die gesamte Wertschöpfungskette Automobilwirtschaft, Vol. 7, Nr. 3, p. 43-51.
