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

IF 2.4 Q2 ECONOMICS Contemporary Economics Pub Date : 2021-12-24 DOI:10.5709/ce.1897-9254.457
R. Nowacki
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引用次数: 2

Abstract

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.
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全球广告还是改编广告?外国企业在波兰市场广告活动的消费者评价
当代世界全球化进程的加剧对社会经济生活的所有领域都产生了影响。后者也涉及广告,因为广告对全球环境中发生的事态发展特别敏感。开拓国外市场给企业带来了如何宣传其产品和服务的困境。在这种情况下出现的具体问题是,是使用标准化广告还是改编广告。受众对目标市场的态度至关重要。本文还着重讨论全球化对接受者对在波兰市场经营的外国公司的广告活动的看法的影响。从波兰消费者的角度评估外国企业在波兰市场上的标准化广告活动的接受程度,其吸引力和对竞争力的影响。这项研究的基础是2019年和2020年对使用配额法选择的15岁以上波兰消费者样本进行的一项调查的结果。研究的主题是关于外国公司在波兰市场上使用的广告活动的意见,同时考虑到全球广告和改编广告的区别。受访者评估了与广告标准化程序相关的活动的吸引力和接受程度。研究结果表明,波兰消费者对广告全球化的看法是复杂的。一方面,他们欣赏标准化广告的吸引力,另一方面,他们评估其有效性较差。然而,受访者也指出,他们对外国公司的竞争力产生了积极的影响。标准化广告的感知通常不依赖于人口特征。年龄对标准化和改编广告的吸引力和有效性的感知只有轻微的直接影响。
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来源期刊
CiteScore
3.70
自引率
9.50%
发文量
0
审稿时长
24 weeks
期刊介绍: The mission of the Contemporary Economics is to publish advanced theoretical and empirical research in economics, finance, accounting and management with the noticeable contribution and impact to the development of those disciplines and preferably with practice relevancies. All entirety of methods is desirable, including a falsification of conventional understanding, theory building through inductive or qualitative research, first empirical testing of a theory, meta-analysis with theoretical implications, constructive replication that clarifies the boundaries or range of a theory for theoretical research as well as qualitative, quantitative, field, laboratory, meta-analytic, and combination for an empirical research. This clear priority for comprehensive manuscripts containing a methodology-based theoretical and empirical research with implications and recommendations for policymaking does not exclude manuscripts entirely focused on theory or methodology. Manuscripts that raise significant, actual topics of international relevance will be highly appreciated. The interdisciplinary approach including – besides economic, financial, accounting or managerial –also other aspects, is welcomed.
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