Global or Adapted Advertising? Consumer Evaluation of Advertising Activity of Foreign Enterprises on the Polish Market

Intensification of globalization processes in the contemporary world entails consequences for all areas of socio-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global environment. Expansion into foreign markets presents enterprises with the dilemma of how to advertise their products and services. The specific question which appears in this context is whether to use standardized or adapted advertising. The attitude of the audience on the target market is of key importance. The present article also focuses on the impact of globalization on the recipients’ perception of the advertising activity of foreign companies operating in the Polish market. Assessment of the degree of acceptance of foreign enterprises’ standardized advertising activities on the Polish market, their attractiveness and impact on competitiveness, from the perspective of Polish consumers. The basis for the study are the findings of a survey conducted in 2019 and 2020 on a sample of Polish consumers aged 15+ selected using the quota method. The subject of the research were opinions on advertising activities used on the Polish market by foreign companies, taking into account the differentiation into global and adapted advertising. The respondents assessed the level of attractiveness and acceptance of activities related to advertising standardization procedures. The results of the research indicate that Polish consumers perceive the globalization of advertising and have mixed feelings about it. On the one hand, they appreciate the attractiveness of standardized advertisements, on the other, they assess their effectiveness as worse. However, the respondents also point out that they have a positive impact on the competitiveness of foreign companies. The perception of standardized advertising is generally not dependent on demographic characteristics. There is only a slight direct effect of age on the perception of attractiveness and effectiveness of standardized and adapted advertising.

Effect of advertising expenditures on analyst coverage: evidence from an emerging market

PurposeThis paper aims to document the relationship between advertising expenditures and analyst coverage in a sample of Indian firms during the period between 2000 and 2019.Design/methodology/approachIn order to test the effect of advertising expenditures on the extent of analyst coverage, the authors estimate various versions of pooled ordinary least squares (OLS) regression. The dependent variable (ANALYST) measures the total number of analysts covering a firm in a given year. The main independent variable of interest in this paper represents the advertising activity. The authors define the extent of advertising activity (ADVERT) as the ratio of total advertising expenditures and total assets.FindingsThe study’s results show that advertising expenditures have a significantly positive impact on the extent of analyst coverage and are robust across various proxies of the key variables and various estimation procedures.Practical implicationsThere are a number of key takeaways from our study. First, firms that expend more resources on advertising are more likely to be followed by analysts which is associated with better performance, lower information asymmetries associated and high advertising expenditures. Second, stock prices with more information embedded in them may signify that these firms receive more attention from investors and have lower information asymmetries. And finally the impact of advertising on the decision of an analyst to cover a firm becomes more pronounced for firms with high stock price synchronicity. All these three main conclusions are giving investors a clear insight on analyst coverage, advertising expenditure and the link between the two.Originality/valueThe results are consistent with the argument that advertising expenditures induces analysts to cover firms because firms with high advertising activities are more likely to have better performance, lower information asymmetries and increased attention from investors. All of these factors are supposed to facilitate the analyst coverage.

The Creation of Intention To Buy through Online Social Ties and Social Media Advertisement

Objective: The growing number of social media users makes many companies want to get subscribers through their social media activities. There are several choices of strategies that can be done by the company to be able to take the huge market. Research Design & Methods: This study compares the effect of advertising activity on social media and user group development that has a strong tie to intention to buy. Findings: This research found that the social media advertisements has a better impact to intention to buy compared to social ties. Implications & Recommendations: This study was conducted on social media users on land Transportation Company that already has a group in social media, Facebook, and does advertising activities on it. Contribution & Value Added: The results of this study provide theoretical implications in the verification of the previous research results and managerial implications that can help the company in conducting marketing activities through social media.

Information Technology to Support E-Advertisement

This study aims to determine the benefits of social media as a supporter of advertising activity in a business. This study used descriptive qualitative method with literature study by collecting a variety of data related to what is researched, then analyze and summarize so that researchers can explain what are the benefits of social media that can support the advertising activities. Results from this study is the social media provides many benefits to the business world and can be made in one of the media that support the advertising activities for a business. Nowadays anyone can do a business and expand global business network by simply using social media

WORLD ADVERTISING MARKET: MAIN DEVELOPMENT TRENDS

The article defines international advertising as a process of communication and sales organization in foreign markets. The reasons for the intensive development of modern international advertising, including increased production and globalization of markets, reduced costs for packaging and labeling caused by standard approaches, the emergence of a global consumer segment, interpenetration of different cultures, introduction of common cultural standards, accelerated development of global media. The characteristics of evolutionary models of the advertising market are given. The advertising market is defined as a target market of marketing communications, which develops independently, with a system of economic relations between the participants of advertising activity and target consumers and functions in constant connection with the tendencies of the commodity market. It was found that the advertising market is developing in almost all directions, and new types of advertising (Internet, online technology) are characterized by a sharp rise in advertising, which led to the creation of a new type of advertising market - integrated or global advertising space. The modern tendencies of development of the world advertising market are analyzed, the structure of expenses for advertising all over the world is resulted. The strategic directions of development of advertising activity of the leading advertisers in the world market are analyzed. The influence of digital technologies, which continue to stimulate global growth of investment in advertising and transform traditional mass media, is substantiated. Promising directions of development of the main segments of the world advertising market are outlined, among them increase of expenses for digital advertising in the world, growth of a role of social networks and online video as a segment in the field of digital technologies, growth of expenses for mobile advertising, saving on TV and radio advertising. advertising market, the development of outdoor advertising based on the transition from addressing opportunities to expand the customer experience through technologies such as VR and face recognition, the outflow of advertising budgets for print media.

RESOURCES FOR DEVELOPMENT OF PERSONAL APTITUDE: PROJECT APPROACH

The formulation of the problem concerns topical issues of the prospects for designing work with gifted children in the educational environment of Altai Krai. The project is aimed at the formation of the institute of mentoring, at advanced training of teachers of the region to work with gifted children; at advertising activity on the resources of the pedagogical university in the field of systemic activities to develop the giftedness of individuals of different ages; the activities of the pedagogical university to support gifted children and teachers working with this contingent, parents of gifted children; career guidance activities to attract gifted applicants to the Pedagogical University.

Global advertising market of eco-friendly products in developing countries: A review of the current trends and prospects

The analysis of the current trends and future prospects of extension of advertising market of eco-friendly products in developing countries at the world level is carried out in the article. In particular, the assessment of the current structure of world advertising market of eco-friendly products is made. The determination of retrospective tendencies of development of advertising market of eco-friendly products in developing countries on the example of Ukraine is carried out. The identification of prospective volumes of advertising market of eco-friendly products in developing countries is given. The complex of actions allowing stimulating advertising activity concerning eco-friendly products in developing countries with the prospect of increase of their share within the world advertising market of eco-friendly products is offered.

Key Aspects of Branding Project Management using audience data in a digital environment

The development of digital communication tools and promotion methods has changed the approaches to planning and implementing campaigns on the Internet. Campaigns using audience data are implemented with the par-ticipation of technology platforms and data providers. The author proposes an organizational and economic model for the interaction of all participants in the advertising market when implementing campaigns using audience data. The process of implementing online campaigns requires advertisers and agency employees to have new competencies and a deep understanding of the functions of all participants in the campaign implementation process. The article discusses the transformation of the functions of the advertiser and agencies in the management of advertising activity on the Internet.