C/M/119. Standardization vs. localisation of ads in global marketing

The paper discusses the importance of localisation of advertising message in the context of global marketing practice. The argument is based on the revision of various theoretical models with regards to the relationship of communicational process and socio-cultural factors. The separate focus is placed on the discussion of the emotional response phenomenon and the way it might determine the effectiveness of ads appeal. The argument of the importance of localisation is supported by various real-life examples which show the way the requirements for advertising message and execution differ.