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Globe Marketing - Keegan and Green - Chapter 13 (Summary)
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Book: Global Marketing by Keegan and Green Summary: Chapter 13
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Week 9 – International MarketingChapter 13 – Global Marketing Communications
Decisions I: Advertising and Public Relations
GLOBAL ADVERTISING
- Challenge of effectively communicating across borders is one reason that global
companies and their advertising agencies are embracing a concept known as
integrated marketing communications (IMC)
- Recognize that the various elements of a company’s communication strategy must be
carefully coordinated
- Advertising is one element of an IMC program
- Advertising may be defined as any sponsored, paid message that is communicated in
a nonpersonal way
- Global advertising may be defined as messages whose art, copy, headlines,
photographs, taglines, and other elements have been developed expressly for their
worldwide sustainability
- A global company may use single-country advertising in addition to campaigns that
are regional and global in scope
- A global company possesses a critical marketing advantage with respect to marketing
communications: it has the opportunity to successfully transform a domestic
advertising campaign into a worldwide one
- Global campaigns with unified themes can help to build long-term product and brand
identifies and offer significant savings by reducing the cost associated with producing
ads
- The potential for effective global advertising also increases as companies recognize
and embrace new concepts such as ‘’product cultures’’
- Global advertising also offers companies economies of scale in advertising as well as
improved access to distribution channels
- Where shelf space is at a premium, a company has to convince a retailer to carry
products
- Global brand supported by global advertising may be very attractive because, from
the retailer’s standpoint, a global brand is less likely to languish on the shelves
Global Advertising Content: Standardization Versus Adaption
- Overall requirements of effective communication and persuasion are fixed and do
not vary from country to country
- The same is true of the components of the communication process: the marketer is
the source of the message; the message must be encoded, conveyed via the
appropriate channel(s), and decoded by a member of the target audience
- Major difficulties when communicating with customers:
o Message may not get through to the intended recipient; advertiser’s lack of
knowledge about appropriate media
Based on the book ‘Global Marketing’ by Warren J. Keegan and Mark C. Green
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