AI Summary & Key Takeaways
AI InsightIn this regard, the practical part of five global brands examined published television commercials in Turkey’s market, advertising strategies implemented by taken into account cultural differences, the four elements, showing Hofstede’s cultural differences (symbols, heroes, rituals, values) are compared and evaluated.
📌 3 Key Takeaways
Abstract
Globalization, along with an increase in the global competitive environment is direction in the busi- ness to create a global brand. Advertising strategies that is appointed by global brands in local markets and its success in this competition is very important. Success or failure of global brands are connected to consumers, people and the culture as an important part of life has to be taken into account at this point and it seems as a major factor. The purpose of this study is to find out to what extend global brands takes cultural differences into account in its advertising strategy when it applies them in the local markets and at the same time to in- vestigate the relationship between them. In this regard, the practical part of five global brands examined published television commercials in Turkey’s market, advertising strategies implemented by taken into account cultural differences, the four elements, showing Hofstede’s cultural differences (symbols, heroes, rituals, values) are compared and evaluated.
Özet
Küreselle ş me ile birlikte artan küresel rekabet ortam ı i ş letmeleri küresel marka yaratmaya yönlen- dirmektedir. Küresel markalar ı n yerel pazarlarda uygulayaca ğ ı reklam stratejileri ise bu rekabette ba ş ar ı l ı olabilmek için önemlidir. Küresel markalar ı n ba ş ar ı s ı veya ba ş ar ı s ı zl ı ğ ı tüketicilere yani insanlara da ba ğ l ı oldu ğ undan, insan hayat ı n ı n önemli bir parças ı olan kültür bu noktada dikkate al ı nmas ı gereken bir unsur olarak ortaya ç ı kmaktad ı r. Bu çal ı ş man ı n amac ı küresel markalar ı n yerel pazarlarda reklam stratejisi uygularken kültürel farkl ı - l ı klar ı dikkate al ı p almad ı ğ ı n ı , yani aralar ı ndaki ilgiyi incelemektir. Bu do ğ rultuda uygulama bölümünde be ş küresel markan ı n Türkiye pazar ı nda yay ı nlanm ı ş televizyon reklamlar ı incelenerek, uygulad ı klar ı reklam stratejilerinde kültürel farkl ı l ı klar ı n dikkate al ı n ı p al ı nmad ı ğ ı , Hofstede’in kültürel farkl ı l ı klar ı gösteren dört ö ğ esi (semboller, kahramanlar, ritüeller, de ğ erler) ile kar ş ı la ş t ı r ı larak de ğ erlendirilmi ş tir.