Title: A content analysis of multinational advertisers' localisation strategy in web advertising

Authors: Daechun An

Addresses: Department of Journalism, University North Texas P.O. Box 311460, Denton, TX 76203-1460, USA

Abstract: Multinational brands| utilisation of the so-alled ||Glocalisation|| strategy was examined with web advertising, as manifested in the use of creative strategies, information cues, the amount of information cues and the presence of a group versus individuals in ads. A content analysis of 33 multinational brands| Korean and US local web ads observed a significant cross-cultural difference in the use of |information| and |symbolic assertion| strategy, |performance| and |special offer| cue, the average number of information cues per ad and the average number of people per ad. A clear pattern of multinational brands| localised strategies visualised in this study is attributable to the differences in major cultural values between Korea and the US, particularly information context and individualism. If multinational advertisers aim at conferring specific values to their ads to attract consumers worldwide, it can be effectively achieved within a value framework that exists in the cultural contexts of foreign markets.

Keywords: web advertising; cross-cultural advertising; cultural theories; multinational brands; international advertising; online advertising; internet advertising; e-advertising; electronic advertising; glocalisation; information cues; Korea; USA; United States; culture; localisation strategy.

DOI: 10.1504/IJIMA.2006.010295

International Journal of Internet Marketing and Advertising, 2006 Vol.3 No.2, pp.120 - 141

Available online: 13 Jul 2006 *

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