The Research on Localization Strategies of International Brands for Advertising Transmission

Abstract:

In this paper has studied international advertising named "The Thought for Globally Localized Implementation” strategy on the spread for the transnational corporations. It has described the definition of international advertising, international advertising, development, its important position in the international marketing and the international advertising research to illustrate the strategic importance spread. And then it has analyzed and discussed the spread to international advertising "The Thought for Globally Localized Implementation "strategies. This paper has also analyzed how the well-known multinational corporations have successfully implemented the advertising "The Thought for Globally Localized Implementation "strategies in the international market, with the communication to achieve the combination of theory and practice. Finally, with the analysis of the above theory and case, some suggestions are proposed on the international advertising communication for the enterprises in the future.

• Periodical: Advanced Materials Research (Volumes 433-440)
• Pages: 5268-5273
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.433-440.5268
• Online since: January 2012
• Authors: Lin Kang
• Keywords: Advertising, International Brands, Localization

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