International Advertising – Assignment Example
International Advertising 2009 The growing competition in the conditions of globalised market makes the issue of international advertising especially topical for positioning international companies. Today the communicative policies and advertising & marketing strategies of the international companies have one of the central places in marketing theories. This is attributed to a variety of factors: firstly, advertising as such is an important component of global companies’ marketing policy, and secondly, it is a very useful and meaningful tool that plays a big role in the process of company’s invading the international market. International advertising, therefore, produces a considerable impact upon the structure and dynamics of consumers’ demand on the world markets.
International advertising is said to have peculiarities as compared to advertising on inner markets. International marketing communications aim at making the company’s product alluring to the foreign customers and known by them. The methods and ways of international marketing communications are the same as for the internal markets, their basic elements being: international advertising, sales promotion on the international market, public relations, personal selling and direct marketing. This communication mix can be used in pretty much every aspect of international advertising: from taking part in exhibitions and conferences to concluding agreements and launching advertising campaigns. International advertising is the most important component of international marketing communications as it is the main tool of entering the global market.
The peculiarities of international advertising depend on several variable, among which the specificity of cultural and economic environment, customers’ income and buying ability, as well as the country’s politics and legislature. (Rudelius, W., 1997, 134—135) Since the buying behaviors and demand vary in different countries, all these characteristics should be taken into account in international advertising. It is also important to consider different national conditions when planning global advertising campaign. However, there recently appeared a notion of global advertising – the advertising that is used for promoting the same product or brand in a number of countries. As an example take McDonald’s whose global advertising campaign ‘I’m lovin’ it’ that was common for all the countries McDonald’s operates in. Whereas at the very beginning of its launching marketing specialists had doubts about the differences between different countries, it was eventually decided by the managers that the image of the company as depicted by the new ads and commercials would contribute to a better realization of the company’s global marketing strategy and achieving its long-term goals.
Therefore, companies can either use at the international market the already elaborated and tested advertising concepts – or change/adjust them in accordance with the conditions of the new market. All in all, international advertising, being a form of marketing communication, facilitates the process of mutual understanding between different countries and makes them closer to each other. (Paliwoda, S., 1993, 16)
All in all, international advertising is viewed as a tool for promoting company’s goods or services to the global market and is connected with the process of getting people in different countries closer to each other, enhancing mutual understanding between them and promoting general human values. However, one more aspect of international advertising is its economical value, therefore it should be viewed as specific sphere of an international company’s advertising activity that has a strategic nature and leads to changing the entire marketing philosophy of the company. International advertising is aimed, among other things, at creating for international customers a higher customer value, and therefore at increasing their life standards.
1. Paliwoda, Stenly, International Marketing, 2nd ed., Butterworrth-Heinemann ltd., Oxford, Boston, 1993.
2. Rudelius, William. Marketing, 5th ed., Irwin, McGraw-Hill, 1997.