Advertising is a huge worldwide industry growing in importance due to the high penetration rate through mainstream media channels and the internet, reflecting social values worldwide. While the standardization versus localization debate has quite matured in the case of traditional advertising, it has not yet touched upon most critical issues related to digital marketing. The paper reviews the literature, compares both the strategies, and conclude with recommendations for global advertising decision makers.


global advertising; adaptation; standardization; e-marketing; digital; culture


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