GLOBAL MARKETING COMMUNICATIONS DECISIONS (Selecting an Advertising Agency…
GLOBAL MARKETING COMMUNICATIONS DECISIONS
any sponsored message that is communicated in a personal way
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
is the global agency familiar with local culture and buying habits of a particular country ?
Does the agency cover all relevant markets
companies that are decentralized may want to leave the choice to the local subsidiary
What kind of brand awareness does the company want to project ?
Public Relations can be affected by
Social and poilitical contexts
Advertising as a PR function