CHAPTER 9: Global Marketing Communication Decision I (advertising as a PR…
CHAPTER 9: Global Marketing Communication Decision I
global advertising is the use of the same advertising appeals, messages, art, copy, photographer, stories and video segment for worldwide suitability
standardized VS adaptation
creating global advertising
copy and copywriters
copy is written or spoken communication elements
copywriters are language specialist who develop headlines, subheads, and body copy
images of male/female intimacy are in bad taste in Japan but illegal in Saudi Arabia
knowledge of cultural diversity is essential for creating advertising
advertising as a PR function
corporate advertising- compensates for lack of control over publicity
image advertising- enhances the public perception, creates goodwill
advocacy advertising- present the company point of view on particular issues
selecting an advertising agency
company organization- companies that are decentralized may want to leave the choice to the local subsidiary
area coverage- does the agency cover all relevant markets?
buyer perception- what kind of brand awareness does the company want to project?
national responsiveness- is the global agency familiar with local culture and buying habits of a particular country?