Discuss the Problems and Opportunities Facing the Global Advertiser

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Discuss the problems and opportunities facing the global advertiser The prevailing arena in business this millennium has powerful forces, which are transforming markets and spectacularly changing ways of doing business. There has been increased movement of people, goods and organisations across borders, which have resulted in the emergence of global market segments and the growth of globally integrated markets. In order to discuss the problems and opportunities facing the global advertiser in today’s environment we must understand firstly, what global advertising involves. Advertising is a form of interaction used to incite or influence an audience (viewers, readers or listeners) to continue or to take some new action. Most commonly,…show more content…
A fundamental strategic decision has to be made immediately as to whether to employ a uniform marketing mix as part of a global strategy “standardise” or whether to adjust the marketing mix to take account of the unique characteristics of each local market “adapt”. Standardisation involves the offering of identical product line at identical prices through identical distribution systems, supported by identical promotional programmes in several different countries. The arguments however for standardisation suggest that if you go through the process of adapting the product to local markets it does little but add to the overall cost of producing the product and weakens the brand on the global scale. In today’s global world, where consumers travel more, watch satellite television, communicate and shop internationally over the Internet, the world now is becoming a lot smaller. Because of this there is no need to adapt products to local markets. Brands such as Coca-Cola, MTV, Nike, Levis are all successful global brands where they have a standardised approach to their marketing mix, all these products are targeted at similar groups globally. The main reasons to encourage product standardisation involve Economies of Scale within Production; Marketing/communications, Research & Development and Stock Holding. Easier management and control i.e. familiarity, Similarity of markets, Cultural insensitivity where “made in” image is important to a product’s perceived value
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