This paper discusses how advertising, as promoted and reinforced by international companies, has been expanding to the global scene.
Written in 2002; 6,853 words; 32 sources; MLA; $ 155.95
Paper Summary:
The present study determines whether socio-cultural environment of the country undergoing major transitional processes requires localized or standardized advertising campaigns. Te writer investigates the relationship between advertising appeals of international companies and socio-cultural dimensions of Lithuanian society. He shows how the findings of the local culture and national character of the country prove to be favorable for the implementation of universal values in the advertising industry.
From the Paper:
"Economic actors in the emerging global economic system today are forced to behave beyond the boundaries of the national state or the local market. But culture, its elements and dimensions are important for the success of international organizations. The knowledge of the basic needs, customs and traditions of the people can direct the business in the right way. At the same time the lack of awareness about shared meanings and appropriate behavioral patterns of the target market can weaken the efficiency of the firm. Therefore, the socio-cultural environment plays a significant role in the process of implementing and developing marketing strategies. The major functions of the marketers are to ascertain social needs and to satisfy them in the most appropriate way for the customer."
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