Business & Management

Business & Management

Journal of Hotel & Business Management

Author(s): Gediminas Dapkus, Gintar Eimantait

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Adapting the advertisement for different international markets became main factor, which influencing success of almost all products. Advertisement as object consists from number of elements and their adopting solutions must be made considering local environmental determinants, which differ in each country. Main reasons and methodological issues of advertising adaptation theory have been analyzed with purpose create a generalized model of advertising adaption. This model generalizes main advertising message adaption elements and media, and shows the relation between them and local environment determinants. Model clearly describes what elements of advertising should be adopted regarding to defined market peculiarities. This model helps to notice the main factors which have to be evaluated making the right adapted advertising message and choosing the media

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This article was published in ECONOMICS AND MANAGEMENT and referenced in Journal of Hotel & Business Management

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