assignment about advertisment

8/8/2019 Assignment About Advertisment

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Table of Context

Introduction

1. D efining of International Advertising Strategies........................................................

2. What is standardization of advertising...................................................................... ?

3. Problems of Standardization of International Advertising........................................

3.1. Cultural Environment........................................................................................

3.2. Technology....................................... ...................................................................

3.3. Heterogeneous Media.........................................................................................

3.4. Language Barrier..............................................................................................

3.5. Type of Product..................................................................................................

4. The International Communication Process.................................................................

5. Conclusion.......................................................................................................................


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Introduction

Generally, the means of Globalization is that buying and selling products or services in the

world and economics market are becoming incorporate. Globalization provides economics

opportunities for companies therefore business can gain competitive advantage and able to be

more innovative. In addition, companies are given more importance on advertising in the

global markets. In Theodore Levitt`s article The Globalization of Markets, the trend of

globalization of markets with encouraging of modern technology companies can standardized

products which are acceptable to customers worldwide.

The worlds needs and desires have been irrevocably homogenized. This makes the

multinational corporation obsolete and the global corporation absolute. Theodore Levitt

(1983).

When borders open for trade then we can say clearly that company able to get opportunities

easier as a result of that firms and government can attain easier, more rapidly, and cheaper

than before all over the world, (globalisation and innovation in emerging market). In the

globalised world globalised markets have some responsibilities for instance; control activities

of trade, need to comply policies and helping organization. The period of over the 50 years,

the main important global organizations have been arrangement such as; the General

Agreement on Tariffs and Trade(GATT), the World Trade Organization (WTO) the

International Monetary Fund (IMF), the World Bank and the United Nations (UN).

Their purpose is that to perform these functions, (Recep Y., Halil E., & Osman D., 2009).

In the next section it was explained definition of advertising and standardization of

advertising. Standardization is an elastic strategy which can be adapted to different market

circumstances. The important point is that some part of advertising procedure can be

standardized while others must be adapted. In section 2 I discuss related problems of

standardization of international advertising which are cultural environment, technology,

language barriers, heterogeneous media and type of product. In section 3 I show one diagram

about the international communication process with explanation and section 6 concludes.

1. D efining of International Advertising Strategies


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In the globalized world the company which is in the growing states they want to globalize

their product, service or their business therefore they are given more importance on

advertising in the global markets, (global advertising) the advertisement have to be effective

on customer and message should be clear to understand if they companies want to developtheir market share, get competitive advantage, to beat their competitors and to be a leader in

the global markets. The purpose of international advertising is that to communicate between

different cultures therefore the message should understand by the target culture. (international

advt.)

2. What is standardization of advertising?Standardization is an elastic strategy which can be adapted to different market circumstances.

The important point is some parts of the advertising procedure can be standardized while

others must be adapted. The point is that there are more dissimilarities than resemblances

amongst nations and with the intention of advertising supervisors need to be careful in

standardizing. The reason is that the international ads are not essentially completely

standardized. For instance; certain food and style products we cannot easily standardized

them because there is still require for adaptation. Those products need to adapt to the local

language, (standardization and advertisement). As can be seen, adaptation and to standardize

some product far from easy therefore companies can encounter with some adaptation or

standardization problems. In the next section it was explained the problems of standardization

of international advertising.

3. Problems of Standardization of International Advertising

The major problems for international advertising are that are language barrier, cultural

environment, heterogeneous media, type of product and technology. The specified problems

have been described as below:

3.1. Cultural Environment

The cultural environment plays an important role on standardized advertising. It is far fromeasy to standardize advertising because of different requirements, behaviour, habits of

consumer and beliefs. World is becoming a global economy, developing technology helping

shipping easily and developing communications makes the territorial not too much important.

Nevertheless, the world is not just going towards the generation a global economy it is also

going towards homogenous culture. (impacts of globalisation). Furthermore, the cultural


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context influences efficiency of communication. In high context cultures for instance in

Japan, China, Latin America etc. Information is as important as what is said. In low context

cultures such as, German, Swiss etc the information is restricted in the verbal messages.

3.2. Technology

The Globalization of Markets The Harvard professor believed that thanks to technology

therefore markets are homogenize around the world (international advt). At the present,

international trade is gradually more global in extent today. Many reasons affect to this case.

The main reason is technology. With helping technology communication and transportation

products trade is easier now. As a result of that purchasers and suppliers have more

opportunities to collect the best products from various countries. Increasing technology is

helping companies to get advantage and to beat its competitors,

http://www.consumerpsychologist.com/international_marketing.html . Most of us want to

purchase all products as many as possible they have heard about, seen, or experienced

through the recent technologies, http://hbr.org/1983/05/the-globalization-of-markets/ar/1s by

candlelight. As a result, international markets suggest to consumer standardized products,

(impact of globalisation). In addition, while on the one hand, there is a right side relation

which is explained above between technology activities and competitive advantage. On the

other hand, the negative side of technology is that speedily varying communication

technologies for instance; internet adverts, TV affecting universal advertising therefore

advertising is more challenging to homogeny than manufactured goods or brand rules. That

make owners of company more stressful and they have to be faster than their competitors.

3.3. Heterogeneous Media

Advert standardization in homogeneous media is recommended. On the other hand, if

markets are heterogeneous environment variable, preference should be customized ads.

Similarly, the heterogeneity between countries in the economic environment makes the

advertising more difficult to standardize.3.4. Language Barrier

At all time, language is an important factor for standardization. It is main barriers to

successful and efficient communication through advertising. The major problem is that every

country has their language, different language and different language as a result of that the

subtler problems of linguistic nuance and vernacular. For instance, the Bacardi Corporation


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would like to put up for sale their drink which is under the name Pavane but in Germany

the means of Pavane similar with Pavian that means Babbon. Another example; in

Arabic tomato paste mean is tomato glue. Also Tropicana brand orange juice was promoted

as jugo de china in Puerto Rico. As we can say, the language and translation of language

are changing. Everyday words have different meanings in different cultures,http://www.bukisa.com/articles/24315_international-advertising .

3.5. Type of Product

Another point is that kind of product is important and effect on advertising standardization.

Advertisements of certain products are easy to standardize such as; airlines, tobacco, banks

etc. Multi domestic industries like food, insurance more difficult to standardize them. If we

want to understand effecting of product we would analyse related between product influence

and effects of culture. Products and advertising are entrenched in a cultural context. An

international corporation must know that advertising is different across countries therefore

they should worry about impact of products. On the whole advertising dissimilarities across

nations tend to happen weaker whilst impact of products is not measured. (standardization of

internal adv) A number of global advertising is considered to encourage and bring in new

goods from one civilization to another.

4. The International Communication Process

There are the elements of communication which are frequently essential in every

communication.

y Encodingy Information sourcey Noisey Feedback y Message channely Decoding

y Receiver


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Adver ti i persona l selling, sa les promo tions wh i h are promo tiona l activities are on the

who le a commun ications process. Cultura l divers it , med ia limitations, language barr iers are

impor tan t for fore ign marke ters and to de liver the message correc tl to the cus tomers. If

med ia is no t suff icient or k ind of med ia can crea te prob lem therefore your message may be

not rece ived or may be rece ived by po tential cus tomers bu t they maybe no t unders tand

because of cu ltura l differences. Wha t s more, the message may reach to the po tential

cus tomers and they unders tand your message bu t there is no resu lt because the marke ter d id

not accura tely measure the requ iremen ts of a im marke t or needs of consumer, ( ghaur i and

cateora)

5. T i l w il i l l1 ) It is cha lleng ing for managemen t, par ticu lar ly in h ighly cen tra li ed organ i ation, to c lose ly

coord inate the ac tivities of a large number of w idely- d ispersed interna tiona l opera tions.

2) The f irm mus t maintain ongo ing commun ication be tween headquar ters and the

subs idiar ies, as we ll as among the subs idiar ies.

3) When carr ied to an ex treme, g loba l strategy resu lts in a loss of respons iveness and

f lexi bilit y in loca l marke ts.


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4) Local managers who are stripped of autonomy over their country operations may become

demoralized, and lose their entrepreneurial spirit. (Hills, Gerald E, 1997)


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6. Conclusions

The world is becoming a global market for rising and emerging businesses. There is an

important goal is that they want to sell their goods to potential customers. In addition,

companies need to globalize their product, service or their business as a result of that

advertising of product or service is important. The purpose of international advertising is that

to communicate between different cultures therefore the message should understand by the

target market. On the other hand, some parts of the advertising procedure can be standardized

while others must be adapted therefore companies can encounter with some adaptation or

standardization problems such as; cultural environment, technology, type of product,

language barriers and also economy.


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R eferences

http://www.consumerpsychologist.com/international_marketing.html .

http://hbr.org/1983/05/the-globalization-of-markets/ar/1s by candlelight.

http://www.bukisa.com/articles/24315_international-advertising


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assignment about advertisment

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