10.17.8 Global advertising
Global advertising standardisation provides advantages to the international firm, but it can also lead to difficulties. To take advantage of standardisation without risking the pitfalls of marketing blunders, the firm should analyse the various facets that make up its advertising strategy and identify those which need to be changed.
Products which are candidates for standardised advertising are:
- luxury products (for example, Rolex watches which appeal to their buyers worldwide)
- industrial products (for example, ball bearings offer users worldwide the same benefits)
- 'youth' products (for example, blue jeans and rap music which appeal to young people to a marked degree around the world).
Products not mentioned above tend to require localised advertising, largely because of cultural differences discussed earlier.
Now review Hill's (2005) treatment of communication strategy.
In your text
Hill 2005, Chapter 17, pp. 592-598.
We have dealt with three of the four Ps and will now turn to the fourth - Price.
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