Preparation of the Marketing Campaign: Advertising
Advertising: Of all the promotional mix elements, advertising is the one with the greatest similarities worldwide. The reason is that most advertising everywhere is based on American practices. The trend towards global marketing and economies of scale have prompted many firms to stress the standardization of advertising procedures. The factors that influence advertising are: the type of product, availability of media and the foreign environmental forces. Click here influencer advertising 1) Type of product: buyers of industrial goods and luxury products act on the same way worldwide, thus the standardization approach may be applied in these cases. This enables manufacturers of capital goods to market these goods worldwide with very little modification in the various markets. Firms such as Coca-Cola, Avon, and Levi Strauss use this international approach successfully. 2) Availability of media: Even when the campaign message is standardized, advertisers may find they cannot us...