Glocal Advertising Strategy - Content Analysis of Coca-cola’s Television Advertising

• Main Authors: Hui-ting Hsiao, 蕭卉婷
• Other Authors: none
• Format: Others
• Language: en_US
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/83820817804930683099

碩士 === 國立中央大學 === 企業管理研究所 === 96 === Previous research discussed the practice of total standardization or adaptation issue of international advertising. Fewer articles discussed glocal advertising strategy. Glocal approach, which integrates global and local strategy in world market place, can be applied in MNCs advertising strategy. This study uses Coca-cola’s advertising to provide insights for understanding the theory and practice of glocal advertising. Coca-cola uses advertising elements to practice its glocal strategy. Many elements in its commercials are combined with global and local strategy. And in this article, it also can be found that some factors will affect MNCs’ using glocal strategy. The study also suggests that MNCs can modify some advertising elements to practice glocal advertising strategy.