Global Advertising: The Effect of Global Advertisements and Culture to Advertisement
Küçük Resim Yok
Tarih
2005
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Istanbul Univ
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Is it possible to persuade consumers in different markets with the same advertising message? Or should the advertising message be customised to reflect local culture? This question is one of the most fundamental decisions when planning an advertising campaign in different markets (cultural areas), and, not surprisingly, one of the most frequently discussed issues advertising today. In One side of view, advertising and marketing can be standarised across cultures, and the same values can be used to persuade Customers to buy or consume the product. The opposing side is content with the fact that basic needs may well be the same around the world, however they argue that the way in which these needs are met and satisfied differs from culture to culture. Any advertising (and marketing) campaign should reflect the local habits, lifestyles and economical conditions in order to be effective different cultures. This article will try to addres the issues of cultural affects in global advertising and also wilt discuss global automobile advertising campaigns in Turkey.
Açıklama
Anahtar Kelimeler
Global Advertising, Culture, Cultural Differencs Cultural Affects
Kaynak
Istanbul Universitesi Iletisim Fakultesi Dergisi
WoS Q Değeri
N/A
Scopus Q Değeri
Cilt
Sayı
23
