Advertising And The Advantages Of Global Advertising

Nanako Kurosawa

LING110W

Dr. Schroeder

5/16/2014

Global advertising

“If so many of our customers are operating globally, shouldn’t advertising follow them?” (Hallberg, 2006) Advertisements are one of the essentials for the brands. Advertisements exist everywhere such as TV commercials, newspaper, magazines, billboards, and the package of the products. Recently, some brands have been expanding their markets to all over the world. Targeting internationally means the brands need to create global advertisements because they cannot distribute the information without the advertisements. The costumers can purchase the products everywhere in the world through the Internet. The online marketing is one of the popular ways to sell people in the different country. Therefore, the key to sell the products globally is making suitable advertisement to the world. The purpose of this paper is to address how the brands create the global advertisements and discuss the advantages of global advertisement.

“Global advertising gained success when it was perceived to be semantically equivalent to multi-cultural consumers.” (Domzal and Kernan, 1993) The global advertising became a tendency for famous brands, for example, McDonald’s, Sony, or Apple. These brands expand the markets to the world and create original and acceptable advertisements. It is tough for small brands that are known only in the local area to create international advertisements. These brands can rely on the events. For instance, sports events are the representative of global interests and the sponsors of the sports events and the brands tend to create global advertisements. Even though the well-known brands do not have any global advertisements, they can also be a sponsor or advertise ...

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...ration forces are economies of scale, benefits through learning, competition, homogeneity in consumer preference, investment and technology intensity and pressure of reducing the cost. The forces of local responsiveness are consumer preference, infrastructure differences which include media and distribution network, laws and restriction, transportation, composition of market and prices, government policies and administrative cost (Porter, 1986; Prahalad and Doz, 1987; Bartlett and Ghoshal, 1989). Moreover, it was identified that there is a need to understand the similar attitudes and behaviour across countries for global advertising, as segmentation on the basis of geographical regions do not help the advertisers. For example, in Europe the markets were segmented on the basis of local markets, cultural commonalities and stage of brand development (Wilkins, 2002).