Azerbaijan advertising strategies of global brands: Standardization and adaptation advertising applications

As a result of technology, the world is shrinking continuously and the borders are disappearing. Businesses have to find innovative ways of promoting their brands in the global market. For this reason, the decision to standardize or adapt the advertisements between different countries and cultures is gaining great importance in a global market. The aim of this study is to examine how global brands standardize and adapt Azerbaijani television advertisements by focusing on the country of origin and product category. To achieve this goal, the factors affecting the standardization/adaptation decision are mentioned, besides the questions focusing on the elements of television commercials. A literature review was conducted to guide data collection. The data were collected from YouTube and official websites of global brands through content analysis, which is a quantitative method. In the scope of the data, the global brands that included to the research, adopt more standardization strategies in the personal care/beauty, cleaning, health/pharmaceutical, and food categories, while fostering the adaptation advertising strategy in the automotive and technology categories. Keywords: Globalization, Global advertising, Adaptation, Standardization, Azerbaijan