THE IMPORTANCE OF CULTURAL DIFFERENCES IN DETERMINING GLOBAL ADVERTISING STRATEGIES

Culture, with the feature of which covers all physical and spiritual components connected with a society and has different properties that differ from one society to another, forms the focus point of the activities of marketing and advertising. even if we talk about the cultures which are like each other much, they are not accepted as the same. culture covers a very wide area from the family structure and relations in a society to the understanding of education system, religious beliefs and traditions and for that reason, it becomes difficult to develop and accept a common approach related to all countries. globalization has made the world as the only market by increasing the competition in the international field. it has directed the businesses to pay attention to the cultural features in their marketing field rather than economic dynamics in the global markets. it is considered only as a chance to get the same success in the other markets for a business, which has had a success in a market with a campaign of advertising which has been prepared with a particular strategy in the heavy competition condition. in this context, it becomes an obligation for international businesses to know the cultural dynamics of the market they target and they must determine the advertisement strategies and prepare the advertising messages and visuals in this direction. in this study, the importance of the cultural factors in determining advertisement strategies for international businesses has been explained and the samples which have been determined according to the cultural differences have been given as examples with semiotics analysis.