Adaptation and Standardization International Advertising

Question

30 Oct 2021

Answer :

Word Count : 356

Adaptation: According to adaptation strategy, advertising message and media strategy must be changed from region to region or country to country because of environmental requirements.

Adaptation strategy is based on the assumption of localisation. This strategy do not recognise the argument of global village.

According to this strategy, consumers differ from country to country and must be reached by advertising tailored to their specific countries.

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