Types of adaptation in global advertising: An impact research towards adaptation advertising practices

In the literature, advertising adaptation studies are mostly about the comparison of standardization and adaptation. Any typology study is made for adaptation advertising strategy, so a consumer impact study of adaptation advertising types has not been conducted. Within the scope of this research, it was aimed to determine adaptation types first, then to reveal consumer attitudes towards adaptation types. In this way, research has been conducted in a two-stage mixed method. In the first stage of the research, semi-structured in-depth interviews were conducted with advertising creatives, and two types of adaptation ads were identified, namely the productional and the desktop. In the second stage, productional and desktop adaptation ads were created and an experimental research was designed. In the experimental study, the ad was first shown to the participants, and then participants respond to the attitude questionnaire for the ad they watched. Then semi-structured interviews were conducted with respondents who answered the questionnaire, and attitudes towards productional and desktop adaptation were tried to be revealed. According to the results of the research, it was determined that the attitude toward productional adaptation is more positive than attitudes towards the desktop adaptation in all variables. It has also been seen that credibility, items of execution and cultural influences effect attitudes towards adaptation advertising. Keywords: Adaptation advertising, Globalization,Adaptation,Global advertising strategies,Global advertising