GLOBAL ADS 2
Globalads are an alternative communication strategy that is employed tocreate demand for goods and services. The communication strategy isused in foreign markets. Global ads entail tailored advertisingstrategies to reflect cultural differences in national, regional andlocal markets. Standardized procedures are employed to ensure thatsimilar advertising contents are used in the entire world. Thestandard premise of the approach is that Global ads view the entireworld as a single entity.
Thefirst fundamental concept used in global ads is standardizedadvertising. The late Ted Levitt- a professor at the Harvard BusinessSchool, introduced the concept. He observed that although the worldis filled with deep-rooted cultural differences, people weregradually becoming culturally homogenized. Consequently, he advisedthat companies’ should standardize their products and advertiseglobally to benefit from economies of scale. Besides, the consumerswould enjoy lower prices of goods due to lower costs of production.
Thesecond fundamental concept of global ads calls for companies to thinkand act locally. Douglas Daft- former chief executive of Coca-Colaintroduced the concept. He saw the need for businesses to revert tointernational marketing strategies that aimed at fostering localcultures. Think and act locally is a strategy that helps companies tomeet the demand for greater local sensitivity, flexibility, andresponsiveness. Other concepts include Glocal advertising that is acombination of both global and local aspects of the advertisingstrategies.
Globalads work best in subcategories dominated by trends towards globalintegration. In such categories, the influences of local cultures areweak, and customers can adapt to the new international product. Agood example is the consumer electronics market.