Standardization of Advertising for Western Europe

Abstract

This article presents the principal factors pro and con as to the growth of standardized advertising practices in Western Europe. The author's presentations to the Fourth Congress of the International Advertising Association in Madrid in September, 1961, and to the Indiana University Second International Seminar on Marketing Management in Stresa, Italy, in July, 1962, have been brought up to date for readers of the JOURNAL OF MARKETING.