Communication adaptation is a global communication strategy in which advertising messages, media channels, and promotional activities are completely adapted and modified to be relevant and effective for the specific cultural, linguistic, and religious characteristics of local markets.
This strategy recognizes that a literal translation of an advertising message may be inappropriate, incomprehensible, or even offensive in another culture. Communication adaptation requires a deep understanding of the local audience, with the goal of creating a locally resonant message that simultaneously maintains the global identity of the brand.
