International advertising on the Georgian market

resume Nana Katsitadze

In our country, like in other ones, international advertising was an indispensable condition of multinational companies’ inculcation and popularization. Appearance of huge agencies on the Georgian advertising market entailed improvement of quality of local agencies’ work, and Georgian advertising has come nearer to the western standards.

As it can be seen from the data, international advertising occupies about 60% of the Georgian advertising market, and for advertising of the world-famous brands and making them closer to consumers senior partners do not implement strict control over Georgian branch agencies and grant them complete autonomy. But in spite of the fact that international advertising uses an adapted strategy on our market, it still has language and legislative barriers, strong consciousness of the nation’s traditions and culture. Mistakes made in this sphere may cause a failure of an expensive advertising campaign. That is why for this moment special attention is necessary on the part of the agencies.