Research numbers show that a large number of companies use standardization in their advertising. On the other hand, global advertising is not always necessary. For example, Coco-cola, Pepsi make some modifications to adapt to local regulations in their advertising. The first dimension is to what extent an ad or campaign is standardized and the second is the geographical coverage of the campaign.
Standardized advertising campaigns allow companies to maintain their overall image and influence brand perception. The advantage of a decentralized advertising function is that it allows responsiveness and adaptation to culture, infrastructure and competition. Engagement advertising is a means of the road that not only recognizes local differences, but also a certain degree of advertising standardization is not only possible but also desirable. This essay will look at global advertising, standardized advertising and engagement advertising and how they are working around the world in Part A.
It has been suggested that multi-county advertising campaigns are employed by markets primarily when a brand has a significant level of circumstances to exit. The definition of a standardized or global advertising approach is the practice of advertising the same brand or product in the same way all over the world. In addition, the findings indicated that only one brand showed a higher degree of standardization over the six-month period for all countries investigated, suggesting that market similarity remains the dominant factor in advertising standardization practices. When deciding whether to standardize an advertising campaign, brands should consider which aspect of the marketing mix to standardize and what aspect to locate.
The United States would have a higher degree of advertising standardization than existed between the United Kingdom and Germany. The reason for the adaptation is to create a differential advantage through local sensitivity and greater communication effectiveness in advertising. Because of these characteristics, the visual and verbal parts of advertising are especially sensitive and the use of the local language, models, and scenario increases the likelihood that the ad will be effective. In addition, given the completion of the European unification process in December 1992, researchers sought to determine whether market similarity remained a dominant criterion in advertising standardization practices.
Some believe that advertising is more difficult to standardize than other elements of the marketing mix. In this case, in countries with similar demographics, such as the U. S., Canada, and Europe, companies may limit their content when it comes to their ads. Volkswagen vehicles are sold all over the world, making standardized advertising campaigns a little tricky.
Standardized advertising campaigns can be beneficial for companies as they allow them to maintain their overall image and influence brand perception across different markets. It also allows them to create a differential advantage through local sensitivity and greater communication effectiveness in their ads. Companies should consider which aspects of their marketing mix they should standardize and which ones they should localize when deciding whether or not to standardize an ad campaign. Engagement advertising is also an effective way for companies to reach their target audience while still recognizing local differences.
