REVIEW ON INTERNATIONAL ADVERTISING STRATEGIES

Abstract

Determining the most appropriate strategy for advertisers who want to reach potential customers of products-services in the globalizing world is related to the production style, the values of the consumers and the social environment they live in. The uniform advertising strategies that are compatible with the uniform-standard structure of the Fordist production line and contain the same message that international companies have adopted and put into practice all over the World, transformed With the flexible structure of Post-Fordist production, that niche products are produced in line with the expectations of the consumers, and the values, settled lifestyles, cultures of the targeted country are added to advertising messages/strategies. Over time, the aspect of globalization integrating countries and cultures required to consider global and local elements together, and the structure of both uniform and local advertising messages has been transformed. Thus, it emerged strategies that develops different advertising discourses for the country, and that combines the global perspective and local elements in terms of international companies. In current study, which deals with this transformational process, the concepts of standardization, localization and glocalization, which emerge with globalization, are examined on a theoretical level through the literature, and the effect of the arguments put forward by these concepts on advertisements is explained, and is concluded that companies operating on international scale should consider the possible consequences of standardization, localization or glocalization strategies, which are a combination of both, in the regions where they operate before applying their advertising strategies.