Factors Influencing the International Advertising Strategies Development and Adaptation in Accordance with the Host Country Social Agenda. The Example of American and European International Companies

Many factors influence the creation and adaptation of international advertising strategies and campaigns of international companies. The globalization of the world forces brands to create unified advertising strategies in order to reduce costs and maintain a single vector of company development, creating a single company image in all countries. However, companies are faced with different characteristics of the local markets they enter, such as culture, language, worldview, religion, political environment, etc. Companies need to adapt their advertising strategies for a specific market, because it is extremely important to convey information to potential buyers of the receiving party with the most understandable message, while maintaining the general concept of an international advertising strategy. The social agenda both in the world and in a specific country to which advertising is targeted is also important. Brands try to deeply analyze the situation in view of social agendas emerging in the world in order to provide themselves with the most complete information, allowing the union to create and adapt global advertising strategies at the proper level, turning them into glocal strategies.
 Companies find it difficult to adapt their advertising campaigns, trying to maintain a balance between supporting the “suffering” segment of the population and maintaining neutrality towards the unaffected segments of society.
 In the course of our work, we examined which social agendas have had the greatest impact on the international advertising strategies of companies in recent years, how companies have adapted to global changes in society and what results they have received.