Despite divers discussion about adaptation of international advertising, the question how to measure the degree of advertising adaptation still remain. All existing approaches take only perspective of marketing experts. This one-sided approach is not enough today for global media because consumers are more and more confronted with foreign advertising. In my degree paper I am presenting different approach of measuring advertising adaptation from consumer's perspective. 176 respondents were included in survey, where I was researching the degree of adaptation between different advertisement categories. The results indicate that there is a difference between different categories. My target group in the survey was youth, age between 20 and 28 years, mostly because of their high education and exposure to foreign media. The results point on the importance of separate elements at perceiving similarity between different advertisement categories.
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