Abstract
Although the word globalisation gives the impression as a unified whole, serious cultural differences from country to country could not be ignored. To point out, there is a homogeneous world culture in today’s conditions that may not be very accurate. .Cultural differences are especially more important for brands placing international ads. For example, white is known to be associated with death in Asia, whereas it is associated with health and cleanliness in Europe. Therefore, the success of the ad is dependent on the appropriate message according to the country where the ad is published. Global advertising concept, which gained importance with the globalisation, loses the distinction of being the current ad types for businesses operating in the international arena today. As a result, advertising has entered the glocal concept. Glocalisation is derived from a combination of words, global (global) and local (local). This paper examines globalisation, cultural concepts, global and local advertising by investigating the phenomenon with the Coca-Cola brand.
 Keywords: Culture, advertising, strategy, global, local, glocal.
Highlights
Al though the word globalisation gi ves the impression as a uni fied whole, serious cul tural differences from country to country could not be ignored
Glocal advertising is a model used by global brands to position their product that is being advertised in local market through using country-specific motifs prepared for certain countries (Elden, 2005)
The product is the same product but the presentation is different from other countries, it is just altering according to the country-specific motifs and local features
Summary
Globalisation can be defined as a word used in the business, academia and politics, to define the rapid changes and technological developments in the global realm. With the expansion of consumer culture, it is seen that a brand to be successful in the new market conditions, it may dissolve local items in the same pot with cultural feature and in parallel should adopt global market products to local market characteristics. This situation can be called as adjustment of global marketing strategies to local market strategies. Adaptation strategies intended to gain profit with increasing the sales through addressing to differential consumers in a language as their own In this way, the brand integrates with the country where the advertisement takes place and sense of commitment starts to form by consumers. The success of ads are dependent on the creation of appropriate message according to the country it will run
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
