KOREASCHOLAR

The decision between standardization and localization (or adaptation) of advertising strategy is crucial for the performance of product/service in foreign markets. Since the online advertising media have diluted the physical boundaries between countries, decision making related to international advertising has focused more on message strategy rather than media strategy. In this paper, the authors utilize movie poster images as a typical example of online advertising of service business. Employing image deep learning approach, the researchers calculate the level of localization and its effect on the financial performance in a foreign market. This research will expand the academic discussion in international advertising strategy and movie marketing.

• Youseok Lee(Myongji University, Republic of Korea)
• Jongdae Kim(Seoul National University of Science and Technology, Republic of Korea)
• Junhee Seok(Chungnam National University, Republic of Korea)