Global Adaptations

Multinational companies wrestle with a number of challenges in developing global communications programs. They must decide whether the product is appropriate for a country.

 Product: Many products are restricted or forbidden in certain parts of the world e.g Beer, Wine, Spirit etc. Market Segment: Targeted area for a specific Product.

 Style: Different styles lie in different countries. Global & Local: Today more and more multinational companies are attempting to build a global brand image by using the same advertising in all markets.

Design the Communications

Formulating the communication to achieve the desired response will require solving three problems. What to say? (Message Strategy) How to say it? (Creative Strategy) What should say it? (Message Source)

Message Strategy
In Message Strategy Management search for appeals theme or ideas that will tie into the brand positioning and help to establish point of parity or point of difference.

Creative Strategy
Communications effectiveness depends on how a message is being expressed as well as on the content of the message itself. If the communications is ineffective, it may mean the wrong message was used. Information Appeals Traditional Appeals

Message Source
Many communications do not use a source beyond the company itself. Others use known or unknown people. Messages delivered by attractive or popular sources can achieve higher attention and recall, which is why advertisers often use celebrities as spokespeople.