GLOBAL ADVERTISING

Advertising

Single-country Advertising Regional Advertising Global Advertising

Global Campaigns

First Company Involve Everyone Unified Theme Standardising Global Brands

Effective Global Advertising

Product Cultures Economies of Scale Distribution Channel National Culture

Advertisement Design

Psychological value Consumer Products Industrial Products

Communication Difficulties

Did not reach the recipient Misunderstood by the recipient Did not induce the recipient Noise

Standardisation Vs. Adaptation

Standardisation
One

World One Voice Global Village Converging tastes & preferences

Adaptation
Consumers

differ from country to country Foreign Cultures

Standardisation Vs. Adaptation

Standardisation
Cost

savings Increased Control Global Appeal

Adaptation
Important

Brand Attributes

Pattern Advertising

Middle ground Panregional

Ali Kanso

Cultural issue Localised Global commitment to local vision Decision depends on

Recognition

by managers Companys objectives Product

Thank You