GLOBAL ADVERTISING

When it comes to global advertising and selling products worldwide, marketing specialists don't play around. There are so many things that need to be taken in consideration. A funny article by Terri Morrison (IndustryWeek Online) explains why investing in a native speaker as translator makes a lot more sense than just entering a foreign market without any adjustments. And he only talks about language there...

You can write books about the issue of global marketing. I mean that literally. Dynamics of International Advertising by Barbara Müller is such a book. 10 chapters or 350 pages that explain the who, when, where, what and why of global marketing. Another useful marketing book is The Global Brand: How to create and Develop a Lasting Brand Value in the World Market by Nigel Hollis. These two books will be the basis of my analysis. Whenever this blog sounds smart, it has probably something to do with one of these books ;)

If I had to summarize the main problem when it comes to global advertising, I would say that every market has a 1) a different marketing and advertising environment (e.g. political or geographic factors ... ) and 2) a different cultural environment (e.g. religion or role of the individual ... ). So technically, it is impossible to meet every markets needs with only one marketing strategy. As many countries do have a lot in common though, it is not necessary to adjust every little detail of a marketing campaign. However, the extent to which a campaign is adjusted to different markets can vary between complete standardization or complete specification.

I will be writing about these basic theories in other posts.