Standardisation of advertising as a symptom of enterprises’ adjustment to the globalisation challenges

Abstract

Intensification of globalisation processes in the contemporary world entails consequences for all areas of the socio-economic life. This concerns also marketing management, including advertising, which is particularly sensitive to the developments occurring in the global environment. This article is also put in such a context, focusing on the subject matters of impact of globalisation on advertising activi-ties of enterprises operating in the Polish market. Based on the results of empirical studies, there is pre-sented a concept of advertising management taking into account the disparities existing between the two key strategies: standardisation and individualisation. Against this background, there is made an attempt to diagnose an impact of advertising globalisation on its efficacy and formation of enterprise’s competitive-ness.