bilig-32/ Winter 2005

The Importance of Creativity in Global Advertising Campaigns

Assoc. Prof. Dr. Müge ELDEN

Abstract: Global advertising, which has gained popularity during the last years with globalism, is no longer the only type of advertising for the firms with international operations. However much globally thought and the same general message conveyed, the perception and interpretion of that message cahnge across the countries. Therfore, the concept of glocal advertisinghas been discovered. Glocal advertising means tailoring an advertising according to the local specifications of the country without distracting the global caocept and devaiting from the target. In “The Importance of Creavitiy in Glocal Advertising Campaigns” paper, the concept of glocal advertising, the critical issues in glocal advertising and the relationship between creavitiy and glocal advertising are discussed.