Sanal, N: Standardization and Adaptation

We have all heard the expression that our world is shrinking. To a large extent, the strength of our economy depends on our ability to do business with countries in other parts of the world. To stay competitive in the world market, the countries must products that meet the needs of people from all over the world and advertise the goods with awareness of the diversities. So, just producing products isn‘t a sufficient ticket for serving our products to the world consumers. ‘How you serve‘ is becoming more important as well as ‘what you serve‘. In addition, we must develop strategies for the right advertising to the target audience. If we want to sell our products and make profitable business deals with people from other countries, it only makes good business sense to develop and understanding and appreciation of their diversities. The aim of this study is to contribute information for effective marketing by providing awareness of diversity influences on international advertising strategies.