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GLOBAL MARKETING COMMUNICATIONS DECISIONS (Selecting an Advertising Agency…
GLOBAL MARKETING COMMUNICATIONS DECISIONS
Global Advertising
any sponsored message that is communicated in a personal way
Regional
Global
Single Country
Pattern advertising
A middle ground between 100% standardization and 100% adaptation
A basic per-regional or global communication concept for which copy, artwork or other elements can be adapted as required for individual countries
Selecting an Advertising Agency
National responsiveness
is the global agency familiar with local culture and buying habits of a particular country ?
Area coverage
Does the agency cover all relevant markets
Company organization
companies that are decentralized may want to leave the choice to the local subsidiary
Buyer Perception
What kind of brand awareness does the company want to project ?
Advertising appeal
Emotional Approach
Selling approach
Rational approach
Public Relations can be affected by
Social and poilitical contexts
Economic environments
Cultural traditions
Advertising as a PR function
Image advertising
Advocacy advertising
Corporate advertising