Localization of advertising under economic globalization: psychological aspect

Svetlana Mikhailovna Balakireva
Additional contact information
Svetlana Mikhailovna Balakireva: Russian Foreign Trade Academy, Moscow, Russia

Russian Foreign Economic Journal, 2017, issue 3, 100-108

Abstract: Promotion of products of Russian companies on international markets highlights the urgent issue of effective advertising of goods or services. The article reveals the psychological problems of advertising localization under economic globalization as a necessary condition for successful attraction (and retaining) customers in different countries.The article analyzes both the advantages of global advertising message strategy (production and promotion costs reduction and centralized marketing control over coordinated product positioning, etc.) and its disadvantages. The main drawback of advertising globalization, in the author’s opinion, is discordance between advertising messages and the values, traditions, needs and preferences, religion, social norms and the language of consumers of a particular country or region.

Keywords: Economics; market; globalization; goods; international trade; advertising; cultural differences; localization. (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
http://repec.vavt.ru/RePEc/alq/rufejo/rfej_2017_03_100-108.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:alq:rufejo:rfej_2017_03_100-108

Access Statistics for this article

More articles in Russian Foreign Economic Journal from Russian Foreign Trade Academy Ministry of economic development of the Russian Federation Contact information at EDIRC.
Bibliographic data for series maintained by Irina Katolik ().