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Global Versus Local Dilemma in Global Advertising

As the world has become globalised through increased trade, technology, media, political and economic agreements, the main challenge for global advertisers is whether to have a global, standardised advertising or localised, culturally effective advertising for each country. This is called the global versus local dilemma – a debate that has been going on for over five decades. This article describes what this dilemma is and introduces both global and local sides of it. The article also brings forward Finnish consumer’s opinions on localisation and globalisation of advertising.