Localization of advertising under economic globalization: psychological aspect

Abstract

Promotion of products of Russian companies on international markets highlights the urgent issue of effective advertising of goods or services. The article reveals the psychological problems of advertising localization under economic globalization as a necessary condition for successful attraction (and retaining) customers in different countries. The article analyzes both the advantages of global advertising message strategy (production and promotion costs reduction and centralized marketing control over coordinated product positioning, etc.) and its disadvantages. The main drawback of advertising globalization, in the author’s opinion, is discordance between advertising messages and the values, traditions, needs and preferences, religion, social norms and the language of consumers of a particular country or region.