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Kj0 Ij Essay

5531 words - 23 pages


Introduction P 2-3

Elaborate Topic P 4–5

Local Advertising P 6–25

Global Advertising P 26–36

Conclusion P36-39

Effective advertisement global or local?

Advertisement, every time we turn on TV or radio, surf the Web, check the mail or drive to the supermarket, we are subjected to multiple, and sometimes simultaneous--advertising messages. With that kind of saturation, and the high cost of running an ad campaign, advertisers need to make their ads stand out. Of course, advertising needs to do more than get noticed. It needs to be focused, memorable and ultimately ...view middle of the document...

First of all, target audience. Company cannot design effective advertising without knowing who they are talking to. The advertising cooperation create to sell furniture to suburban families will be different from the advertising you pitch to college students to sell the same product. To be effective, advertising must be targeted to a specific audience. Who are they? eastern or western countries? What are their likes and dislikes? How old are they? Learn as much as possible about target audience before doing anything else to advertise their product or service.
Identify "USP." Every company has a USP, or "Unique Selling Proposition." We find it by asking what do cooperation do better than anyone else? What is unique about their product or service? What do firm provide "faster, better or cheaper" than the competition? What problem are firm solving for customers? Are firms convinced customers differentiate firms from the competition and can be substantiated?
Cooperation will need to let customers know not only what they have to sell but also the benefits that come from buying their product or service. For example, Café de coral will need to sell the "sizzle" as well as the steak. Try thinking of it this way. Prudential isn't just in the insurance business. They're selling peace of mind. Or consider Rolls Royce. They're not just selling cars. They're selling prestige. So, if they're selling dishwashers, they'll describe the features (touch pad controls, automatic detergent dispenser, low water use). But don't forget the benefits (ease of use, good for the environment).
To summary analyst point above, we can see that it is important to ‘know your local customer’ before designing advertising. An effective advertisement , it is undeniable to attract more customers sight to your product and may double cooperation revenue . Thus , in my standpoint ,it is a large extent that a local advertisement will be more effective than global , because local advertisement will be more preciously to satisfy customer unique style( eg. diversity of geographic cultures, strategies, and differences in environmental factors cultural, market, financial processes, etc.).In contrast , global marketing is more complex than domestic marketing, such as difficulty in gaining update information. Any company seeking to expand globally needs to ask if its offerings are culturally and socially appropriate for its targeted market.
From the paragrapg above,we may see that culture difference is the major elements to adopt local advertisement more than global.According to Holden (2002), Mc Sweeney (2002) and Myers & Tan (2002), Hofstede‟s theory has some weaknesses and strengths. The main weaknesses are that the study of Hofstede seems to be outdated and therefore obsolete, he doesn‟t take into consideration different cultural groups in a same country (example: in Spain there are Catalans, Basques and Castilians). Also, Hofstede‟s...

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