Ie_different Perspectives And Strategies Of Global Advertising

Different perspectives and strategies of global advertising We can define global advertising as the use of the same advertising appeals like messages, photographs and videos in the whole world. There are some people, who are in favour of the companies to useusing global advertising. There’s no need to do differentiateion between the countries and cultures because customers think and react in the same way in the whole world, although they have many cultural differences. On the other hand, there are people that don’t agree with that theory and they relate say that companies to obtain customers companies have to have pay attention in to the culture of the country where they want to announceadvertise., Ttherefore, if companies do global ads in certain countries that ad could offend its culture and because of that companies could lose possible customers. Nowadays, the international marketing uses 3 strategies to make do advertisings: -

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Standardization. The strategy and the execution of the campaign are made globally, without changes in the elements of the ad, they only translate the language. Pattern standardization. In this strategy the global advertising agency do the main boarding and the creative part, but the execution of the campaign is in charge of a local agency that decides which the types of media to use. Localization. Each country has a strategy and a execution of the campaign with attention to the culture and needs of its inhabitants.

Few are the companies who use on 100% the localization or standardization strategies 100%. Although to want itself to affirm become known as global brands, the companies know that they have to have cultural awareness, if they want to get the greater number possible of customers. Had Add to this fact, each time more we hear a new word, global; this word transmits the idea to think global but to act local.

Joana Oliveira nº4040 Andreia Santos nº4018 T351 Marketing