Creative strategy in International Advertising

Based on Mueller (2004), I offer the following agenda to examine creative strategy in International Advertising:


Phase 1: Planning

1. Considerations in Standardization of advertising
• Suitable products for standardization
2. Considerations in specialization of advertising

Phase 2: Execution

1. Considerations on advertising appeals
2. Universal and culture-bounded themes and concepts
3. Considerations in the translation of advertising copy and dialogue
• Linguistic guidelines
• Managerial guidelines
4. Use of music
5. Use of visuals and illustrations
6. Creativity, with reference to the International Advertising Festival

Reference
Mueller, B. (2004) "Chapter 6: Creative Strategy and Execution", Dynamics of International Advertising, Peter Lang Publishing Inc.