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Summary Global Advertising CM2049 IBCOM (Focus Area)
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A summary of all the Global Advertising lectures including all of the slides, case studies and questions from the course.
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Global Advertising Summaryby Elvan <3
(make sure to do the readings and necessary articles for each week)
WEEK 1: Introduction
Advertising as an element of marketing
● Market (verb): to place or establish a product on the market; especially to seek to increase
sales of a product through distribution and promotion strategies
● Advertising: generating visibility, attention, engagement on some medium or platform
4Ps of Marketing (The Marketing Mix)
1. product
2. price
3. place
4. promotion
“Think globally, act locally”
● multinational company: a corporation that has operations and/or offers services in more than
one country or is registered in more than one country
● any company seeks to expand its activities outside its original country because of insufficient
economic opportunities, or new revenue streams
● “Think globally, act locally” (adapt global concepts to local contexts)
EX for “Think globally, act locally” motto:
➔ McAloo Tikki burger in India
➔ It had peas, potatoes, local peppers and spices
➔ The local adaptation was made to fit the local preferences and diets
Global Marketing: Standardization or Adaptation
Theodore Levitt suggested that ad agencies should treat the whole world as a single market: one ad
everywhere, only the language has to change
Why?
It is cost effective.
It creates one recognizable brand/ad worldwide.
However…
There are cases where these adaptations can be controversial.
1
,EX 1: Ikea ad adaptation from Sweden to Saudi Arabia
EX 2: Microsoft ad from America to Poland
Drivers of Global Marketing
● Technology: internet and digital communication
● Transportation & Logistics: improved networks lower distribution costs
● Trade Agreements: agreements like the EU or NAFTA
● Market Needs: similar consumer needs across countries
● Cost Advantages: economies of scale reduce production costs
● Quality Standards: global competition raises quality expectations, etc.
Barriers of Global Marketing
● Cultural Differences: language, customs, and values require adaptation
● Globaphobia: resistance to globalization due to fear of losing local identity
● Management Myopia: lack of understanding of foreign markets by headquarters
● National Controls: regulations, tariffs, and standards vary by country
Key Takeaways
★ advertising as marketing
★ companies expand internationally to access new markets, reduce costs, and build recognition
★ Think globally, act locally: success often requires adapting global brands to fit local cultural
values and consumer needs (e.g McAloo Tikki)
★ Forces influencing global marketing
2
, To what extent do consumer/cultural values differ between countries?
To what extent do consumer/cultural values are relevant to advertising?
(watch the video on canvas under week 1 overview and add the notes on top)
WEEK 2: Dimensions of Culture
Key takeaways from lecture 1:
★ think globally, act locally
★ forces influencing global marketing
Dimensions of Culture
What is culture?
Culture is a social construct…
● Definition: “ways of living, built up by a group of human being, that are transmitted
from one generation to the other” (Green & Keegan, 2020)
● Hofstede’s notion: “collective programming of the mind”
Culture as a global social construction; (admirers, fandoms etc)
Culture in what context?
Hofstede’s notion: “collective programming of the mind”
● attitudes
● beliefs
● values
● aesthetics
● religion
3
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