Samenvatting

Global Advertising CM2049 Full Summary (8 weeks) -IBCOM

1 keer verkocht

Vak
Global Advertising (CM2049)

Instelling
Erasmus Universiteit Rotterdam (EUR)

A summary of all the Global Advertising lectures including all of the slides, case studies and questions from the course.

[Meer zien]

Voorbeeld 3 van de 30 pagina's

Bekijk voorbeeld

Geupload op 17 januari 2025
Aantal pagina's 30
Geschreven in 2024/2025
Type Samenvatting

Global Advertising Summary
by 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

Dit zijn jouw voordelen als je samenvattingen koopt bij Stuvia:

Bewezen kwaliteit door reviews

Studenten hebben al meer dan 850.000 samenvattingen beoordeeld. Zo weet jij zeker dat je de beste keuze maakt!

In een paar klikken geregeld

Geen gedoe — betaal gewoon eenmalig met iDeal, creditcard of je Stuvia-tegoed en je bent klaar. Geen abonnement nodig.

Direct to-the-point

Studenten maken samenvattingen voor studenten. Dat betekent: actuele inhoud waar jij écht wat aan hebt. Geen overbodige details!

Veelgestelde vragen

Wat krijg ik als ik dit document koop?

Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.

Tevredenheidsgarantie: hoe werkt dat?

Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.

Van wie koop ik deze samenvatting?

Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper elvanersoy. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €7,46. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

4,6 sterren op Google & Trustpilot (+1000 reviews)

Afgelopen 30 dagen zijn er 66184 samenvattingen verkocht

Opgericht in 2010, al 15 jaar dé plek om samenvattingen te kopen

Begin nu gratis