CHAPTER 9- Global marketing communication decision I (ADVERTISING AS A PR…
CHAPTER 9- Global marketing communication decision I
definition: Use of the same advertising appeals, messages, art, copy, photographer, stories & video segment for worldwide suitability
standardized vs adaptation
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 & buying habits of a particular country?
CREATIVE GLOBAL ADVERTISING
knowledge of cultural diversity is essential for creating advertising
images of a male/female intimacy are in bad taste in Japan but illegal in Saudi Arabia
copy & copywriters
copy is written / spoken communication elements
copywriters are language specialist who develop headlines, subheads & body copy
ADVERTISING AS A PR FUNCTION
Advocacy advertising: present the company point of view on particular issues
Corporate advertising: compensates for lack of control over publicity
image advertising: enhances the public perception, creates goodwill