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global and local advertising strategies: selection сriteria and impact on branding

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Код 71597
Дата создания 2014
Страниц 22
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Contents
Contents 2
INTRODUCTION 3
1 Different Types of Advertising Strategies 5
1.1 Local and Global Advertising Strategies 7
1.2 Local and Global Advertising Strategies, Branding and Globalization 9
2 Global and Local Advertising Strategies' Impact on Branding 14
2.1 Global Advertising Strategies' Impact on Branding 17
2.2 Adaptation of advertisement design in the global context 20
CONCLUSION 22
WORKS CITED 24

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Needs conventions determine the forms in which consumers' needs are manifested.
To sum up, the factors discussed above each have their individual specific impact on the four general brand strategies. This is not say that the factors discussed above do not also have a reflective effect on global branding issues such as global brand extensions, rationalizing a global brand portfolio, global brand architecture and co-branding global brands.
2.2 Adaptation of advertisement design in the global context
Adaptation of advertisement design in the global context can be watched in connection with advertising strategies' selection criteria and impact on branding as its example, so we need to pay more attention to it and study it more particularly.
Nowadays international companies implement global marketing strategies to achieve efficiency of operations, competitiveness and orientation on the consumers of different culture. Glocalisation is a relevant type of global strategies which we can observe on the market. The idea of glocalisation continued to be discussed and elaborated among the researchers.
Philip Kotler, one of the marketing gurus, has worked out certain advantages of glocal marketing strategy, and one of them is the following: “Consumers feel that the brand is relevant to them and is tailored to their needs”.
If we want to possess the knowledge why is it so vital to adapt product and its advertisement for the global companies, confident market players which are already recognizable and successful, we ought to look for the answer in the fact that culture and national identity have always been at the heart of many issues facing the world and international business is not an exception.
Namely, the idea of adaptation allows to reach the consumer as close as possible, to satisfy special, local demand. However, it is especially important here to balance between standardization and localization. On the one hand, it is significant to save certain heart elements of advertising to support brand identity. On the other hand, it should be used locally designed elements to make advertising closer to the consumer. Therefore, we can define glocal advertising as locally adapting a universally embraced heart idea that will resonate in any market anywhere in the world.
To conclude, it is important to notice that glocalisation strategy can be implemented to the real life by using adaptation principles which play a significant role in the advertisement and design of its elements, because exactly advertising campaigns communicate with consumers directly.
CONCLUSION
As the result of the work we can mention that advertising strategies has been described as a part of Branding and International Marketing, global and local advertising strategies gave been defined, global and local advertising strategies' impact on Branding has been studied as well as Adaptation of advertisement design in the global context.
As it seems now, Branding influence advertising strategy and shows what is the brand now and how does it looks like in the minds of the future consumers. Moreover, Brand also reflects the way an advertising approach should work to create the needed icon in one's mind to sell services or things better. Furthermore, various branding companies develop branding strategies designed to differentiate various firms and brands in the marketplace and highlight your brands’ core strengths. The design of a trademark (also named as logotype) completes its meaning. Design embodies the diversity of one's brand (communication territory, head office architecture, outlet network, packaging, etc.)
Global and local advertising strategies' selection criteria directly depend on the a whole range of factors such as price, brand, availability, color, size as well as energy efficiency, water consumption, fuel used in distribution, working conditions or even the other activities that a company was involved in. Global advertising strategies as well as Branding is also connected with such factors as the gravity of the political situation in a foreign country and the traditions and customs of its economical strategy.
Nevertheless local advertising strategies do not completely interact with globalization and glocalisation, these two phenomena do impact both on local advertising strategies and Branding as it is. Adaptation of advertisement design in the global context can be treated as a part of Branding and advertising strategies.
Finally, we can define Branding as a process of long-term development of advertising strategies of image. What is more, if trade mark of a company does not have its advertising strategy, the whole process of advertising brings more harm than benefit. Additionally, Branding as it is means comprehensive complex of advertising strategies. However, like mountain bikers, brands move down easily (if sometimes inadvertently), and they find that there are problems and challenges created by getting to the bottom. The biggest challenge is to avoid harming the brand, particularly in terms of its perceived quality associations.
To sum up what has been said, we should come to the conclusion that global and local advertising strategies have their own selection criteria and do impact on Branding in different ways.
WORKS CITED
Aaker D.: Building Strong Brands, 1995.
Altstiel T., Grow J. M.: Advertising Creative: Strategy, Copy, and Design, 2012.
Al-Rodhan, Nayef R. F., Stoudmann G.: Definitions of Globalization: A Comprehensive Overview and a Proposed Definition, 2006.
American Marketing Association Dictionary. Retrieved 2011-06-29. The Marketing Accountability Standards Board (MASB).
Baker M.: The EIBM Encyclopedia of Marketing, 2002.
Bennett R., Blythe J.: International Marketing: Strategy Planning, Market Entry & Implementation, 2012.
Bernett J., Moriaty S.: Introduction to marketing communication, 2001.
Crilly J.: 7 strategies to maximize local mobile advertising: http://www.mobilemarketer.com/cms/opinion/columns/16925.html
Dimitrescu L.: The Glocal Strategy Of Global Brands, University of Sibiu, p. 150, 2010: ftp://ftp.repec.org/.../538dumitrescu%26vinerean.pdf
Farese L. S., Kimbrell Gr., Woloszyk C. A.: Marketing Essentials, 2006.
Fill, C., Hughes, Gr., Francesco, Sc. De: Advertising: Strategy, Creativity and Media, 2012.
Guyford H. Stever: "Science, Systems, and Society." Journal of Cybernetics, 2(3):1–3. doi:10.1080/01969727208542909, 1972.
Gelder Sicco van: General Strategies for Global Brands, 2002.
Hall D., Stamp J.: Meaningful Marketing, 2004.
Haridas M. P.: Advertising and Brand Strategy, 2012.
Hollensen S.: “Glocalisation” The mantra for today’s global marketing strategies, Global CMO, 2013: http://issuu.com/andrewvesey/docs/globalcmo_aug2013?e=3732471/4301315
Kotabe M., Helsen Kr.: Global marketing Management, 2004.
Kotler Ph.: Marketing Management – European Edition, Pearson Prentice Hall Publishing, 2009.
Kotler Ph., Keller K. L.: Marketing Management – 12th Edition, Prentice Hall, 2006.
Likakis J. M.: Global Marketing Management, Fifth Edition International Student Version, 2004.
Mahajan V., Muller E., Wind Y.: New-Product Diffusion Models (International Series in Quantitative Marketing, Vol 11), 2000.
Nguyen D.: Marketing Decisions Under Uncertainty (International Series in Quantitative Marketing), 2012.
Ogilvy D.: Ogilvy on Advertising, 1985.
Pearce R.: "Beyond Name and Logo: Other Elements of Your Brand Merriam Associates, Inc. Brand Strategies". Merriamassociates.com. Retrieved 2013-04-29.
Razin As., Sadka E.: The Economics of Globalization: Policy Perspectives from Public Economics, 2008.
Reynolds T. J., Olson, J. C.: Understanding Consumer Decision Making: A Means-End Approach to Marketing and Advertising Strategy, 2001.
Rodric D.: One Economics, Many Recipes: Globalization, Institutions, and Economic Growth, 2009.
Russell J.: International marketing, 2013.
Spencer J.: Principles of International Marketing, 1994.
Swann Sc.: Interdisciplinary Approaches to Product Design, Innovation, and Branding in International Marketing: Creative Research on Branding, Product, 2012.
Trout J.: Big Brands, Big Trouble, 2001.
Vaux R.: The Definition of an Advertising Strategy: http://smallbusiness.chron.com/definition-advertising-strategy-19332.html
Wierenga B., Bruggen G. van: Marketing Management Support Systems: Principles, Tools, and Implementation (International Series in Quantitative Marketing), 2012.
Wind J., Sthanunathan S., Malcolm R.: Great Advertising Is Both Local and Global, Harvard Business Review, 2013: http://blogs.hbr.org/2013/03/great-advertising-is-both-loca/
Zaltman G.: How Customers Think: Essential Insights into the Mind of the Market, 2003.
Swann Sc.: Interdisciplinary Approaches to Product Design, Innovation, and Branding in International Marketing: Creative Research on Branding…, p. 18, 2012
Hall D., Stamp J.: Meaningful Marketing, p. 56, 2004.
Trout J.: Big Brands, Big Trouble, pp. 34-35, 2001.
Spencer J.: Principles of International Marketing, pp. 148-149, 1994.
Altstiel T., Grow J. M.: Advertising Creative: Strategy, Copy, and Design, p. 233, 2012.
Likakis J. M.: Global Marketing Management, Fifth Edition International Student Version, p. 152, 2004.
Spencer J.: Principles of International Marketing, p. 78-79, 1994.
Rodric D.: One Economics, Many Recipes: Globalization, Institutions, and Economic Growth, p. 118-121, 2009.
Wind J., Sthanunathan S., Malcolm R.: Great Advertising Is Both Local and Global, Harvard Business Review, 2013: http://blogs.hbr.org/2013/03/great-advertising-is-both-loca/
Aaker D.: Building Strong Brands, p. 19, 1995.
Aaker D., pp. 68.
Gelder Sicco van: General Strategies for Global Brands, p. 86, 2002.
Kotler, Ph.: Marketing Management – European Edition, Pearson Prentice Hall Publishing, pp. 467 – 472, 2009.
9

Список литературы [ всего 35]

WORKS CITED
1. Aaker D.: Building Strong Brands, 1995.
2. Altstiel T., Grow J. M.: Advertising Creative: Strategy, Copy, and Design, 2012.
3. Al-Rodhan, Nayef R. F., Stoudmann G.: Definitions of Globalization: A Comprehensive Overview and a Proposed Definition, 2006.
4. American Marketing Association Dictionary. Retrieved 2011-06-29. The Marketing Accountability Standards Board (MASB).
5. Baker M.: The EIBM Encyclopedia of Marketing, 2002.
6. Bennett R., Blythe J.: International Marketing: Strategy Planning, Market Entry & Implementation, 2012.
7. Bernett J., Moriaty S.: Introduction to marketing communication, 2001.
8. Crilly J.: 7 strategies to maximize local mobile advertising: http://www.mobilemarketer.com/cms/opinion/columns/16925.html
9. Dimitrescu L.: The Glocal Strategy Of Global Brands, University of Sibiu, p. 150, 2010: ftp://ftp.repec.org/.../538dumitrescu%26vinerean.pdf
10. Farese L. S., Kimbrell Gr., Woloszyk C. A.: Marketing Essentials, 2006.
11. Fill, C., Hughes, Gr., Francesco, Sc. De: Advertising: Strategy, Creativity and Media, 2012.
12. Guyford H. Stever: "Science, Systems, and Society." Journal of Cybernetics, 2(3):1–3. doi:10.1080/01969727208542909, 1972.
13. Gelder Sicco van: General Strategies for Global Brands, 2002.
14. Hall D., Stamp J.: Meaningful Marketing, 2004.
15. Haridas M. P.: Advertising and Brand Strategy, 2012.
16. Hollensen S.: “Glocalisation” The mantra for today’s global marketing strategies, Global CMO, 2013: http://issuu.com/andrewvesey/docs/globalcmo_aug2013?e=3732471/4301315
17. Kotabe M., Helsen Kr.: Global marketing Management, 2004.
18. Kotler Ph.: Marketing Management – European Edition, Pearson Prentice Hall Publishing, 2009.
19. Kotler Ph., Keller K. L.: Marketing Management – 12th Edition, Prentice Hall, 2006.
20. Likakis J. M.: Global Marketing Management, Fifth Edition International Student Version, 2004.
21. Mahajan V., Muller E., Wind Y.: New-Product Diffusion Models (International Series in Quantitative Marketing, Vol 11), 2000.
22. Nguyen D.: Marketing Decisions Under Uncertainty (International Series in Quantitative Marketing), 2012.
23. Ogilvy D.: Ogilvy on Advertising, 1985.
24. Pearce R.: "Beyond Name and Logo: Other Elements of Your Brand Merriam Associates, Inc. Brand Strategies". Merriamassociates.com. Retrieved 2013-04-29.
25. Razin As., Sadka E.: The Economics of Globalization: Policy Perspectives from Public Economics, 2008.
26. Reynolds T. J., Olson, J. C.: Understanding Consumer Decision Making: A Means-End Approach to Marketing and Advertising Strategy, 2001.
27. Rodric D.: One Economics, Many Recipes: Globalization, Institutions, and Economic Growth, 2009.
28. Russell J.: International marketing, 2013.
29. Spencer J.: Principles of International Marketing, 1994.
30. Swann Sc.: Interdisciplinary Approaches to Product Design, Innovation, and Branding in International Marketing: Creative Research on Branding, Product, 2012.
31. Trout J.: Big Brands, Big Trouble, 2001.
32. Vaux R.: The Definition of an Advertising Strategy: http://smallbusiness.chron.com/definition-advertising-strategy-19332.html
33. Wierenga B., Bruggen G. van: Marketing Management Support Systems: Principles, Tools, and Implementation (International Series in Quantitative Marketing), 2012.
34. Wind J., Sthanunathan S., Malcolm R.: Great Advertising Is Both Local and Global, Harvard Business Review, 2013: http://blogs.hbr.org/2013/03/great-advertising-is-both-loca/
35. Zaltman G.: How Customers Think: Essential Insights into the Mind of the Market, 2003.
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