International Advertising
International Advertising-How is it affected?
Introduction
What is advertising? It is a paid-for communication through media such as television, newspapers or radio. Most advertising can be categorised as either informative or persuasive, or a combination of the two. Advertisements can be seen on billboards, buses, television, the internet, etc. They are usually put in areas where members of the public can easily see/hear and access the advert. Advertising spending is on the rise, as study a show that in the US, $155billion was spent on advertising during 2006 alone. A review built by the accounting firm PriceWaterhouseCoopers that same year stated that the worldwide advertising expenditure was at $385billion.
What is Global Advertising? Terminology such as international, global, export and multinational has caused some problems when mentioned along with advertising. Some of this is due to the facts that that some organisations produce and market their products in a range of countries and have some form of subsidiaries there. This has caused some of them to focus solely on export from their home country or the country of manufacture, some companies perform their marketing abroad largely through franchisees and licensees; whilst some engage in both forms together.
Global advertising is therefore defined as the advertising activities of any profit or non-profit organization in more than one country.
(http://en.wikipedia.org/wiki/Advertising#Global_advertising)
Factors That Affect Global Advertising
Standardisation Vs Customisation
This is a problematic issue that organisations face whether to standardise their advertisements to a single message for all the countries they advertise, or try and adapt them in so they can be tolerated and meet the requirements of the variety of markets globally.
Standardisation
Standardisation is about considering the world as one whole market, ignoring the fact that there could be cultural, national and regional
Introduction
What is advertising? It is a paid-for communication through media such as television, newspapers or radio. Most advertising can be categorised as either informative or persuasive, or a combination of the two. Advertisements can be seen on billboards, buses, television, the internet, etc. They are usually put in areas where members of the public can easily see/hear and access the advert. Advertising spending is on the rise, as study a show that in the US, $155billion was spent on advertising during 2006 alone. A review built by the accounting firm PriceWaterhouseCoopers that same year stated that the worldwide advertising expenditure was at $385billion.
What is Global Advertising? Terminology such as international, global, export and multinational has caused some problems when mentioned along with advertising. Some of this is due to the facts that that some organisations produce and market their products in a range of countries and have some form of subsidiaries there. This has caused some of them to focus solely on export from their home country or the country of manufacture, some companies perform their marketing abroad largely through franchisees and licensees; whilst some engage in both forms together.
Global advertising is therefore defined as the advertising activities of any profit or non-profit organization in more than one country.
(http://en.wikipedia.org/wiki/Advertising#Global_advertising)
Factors That Affect Global Advertising
Standardisation Vs Customisation
This is a problematic issue that organisations face whether to standardise their advertisements to a single message for all the countries they advertise, or try and adapt them in so they can be tolerated and meet the requirements of the variety of markets globally.
Standardisation
Standardisation is about considering the world as one whole market, ignoring the fact that there could be cultural, national and regional
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