| Abstract [eng] |
The object of the work is the concept of advertisement standardisation and adaptation. The aim of the paper is to analyse in theory and summarise decisions of advertisement standardisation and adaptation within international market, to prepare the theoretical model of advertisement standardisation and adaptation, and to validate it empirically by example of BBH Corp. Issues of the work: • To analyse and summarise advertisement strategies in the international market; • To reveal the conceptual essence of advertisement standardisation and adaptation; • To identify and justify factors influencing decisions of advertisement standardization and adaptation within international market; • To analyse influence of culture on decisions of advertisement standardization and adaptation; • To prepare the theoretical model of advertisement standardisation and adaptation, and to validate it empirically by example of BBH Corp.. Research methodology. Systematic and comparative analysis methods of scientific literature, periodic sources and virtual data bases were used. Data analysis method was used to conduct empirical research. In the first part of the paper advertisement strategies within international market are elaborated, conceptual essence of advertisement standardisation and adaptation is revealed and factors influencing decisions of advertisement standardization and adaptation within international market are being identified. The cultural factor is being stressed as one of most important influencing decisions of advertisement standardization and adaptation. The theoretical model of advertisement standardisation and adaptation within international market together with its factors is presented in the second part of the paper. In the third part there is presented BBH (Baltic Beverages Holding) beer brand names advertisement analysis within international market and the research of cultural influence on beer advertisement in the case of brand name “Švyturys“. The structure of the paper. First part consists of 21 p., second – 15 p., third - 18 p. There are 5 tables, 26 pictures and 1 appendix. There are 66 pages in total. 46 sources were used. |
