English Abstract: Development of the processes of market competition and enterprises' pursuit of improvement of their … fore the services called marketing ones, including the services related to market research and advertising. Both areas are … characterised by the intense competition which is expressed in a big number of entities proving them and the dynamic development of …

English Abstract: Functioning on foreign markets under the conditions of high competition and cultural diversity … marketing communication, including advertising. The aim of this article is to analyse consumers' approach to cultural adaptation … of advertising, analysing consumers making purchases under the infl uence of advertising and those not affected by it …