Advantages and Disadvantages of Global Marketing, Essay Example

Chapter 19’s focus on advertising is global marketing and advertising, and discusses the advantages and disadvantages of global marketing. Also an important subject discussed in the chapter is globalization and when it is appropriate. I chose to summarize these two items from the chapter.

Several different aspects of global advertising and marketing contribute to its advantages. Those advantages include, according to the text, economies of scale in production and distribution, lower marketing and advertising costs, lower advertising product costs, the ability to exploit goods on a worldwide basis, introduce products quickly into various world markets, maintain a consistent international brand and image, and the simplification of coordination and control of marketing and promotional programs (Belch 652-653). It is argued that as long as marketers emphasize quality, reliability and low prices, then they will succeed with consistent global marketing campaigns. Some have even argued that people all over the world want to buy the same products and live the same way, so global marketing is encouraged due to this (Belch 653).

The disadvantages of global marketing come from the issues of trying to market a product in a “one size fits all mentality.” That is usually not the case, considering each culture has their own individual values and beliefs, therefore a one size fits all approach would not necessarily work. There are also other specific factors that must be taken into consideration besides culture, such as legal, political, economic and technological concerns (Belch 653-655).

This chapter also discusses when globalization is appropriate. The following can be considered situations in which globalization can be successful:

Brands or messages that can be adopted for visual appeal, avoiding the problems of trying to translate words into dozens of languages, brands that are promoted with image campaigns that play to universal needs, values and emotions, high-tech products and new products coming to the world for the first time, not steeped in the cultural heritage of the country, products with nationalistic flavor if the country has a reputation in the field, products that appeal to a market segment with universally similar tastes, interests, needs and values (Belch 656).

Global marketing is becoming more and more common because of globalization, and can be seen utilized on social media websites and other communication platforms that make it easier for people to connect with each other all over the world.

Chapter 20 of the text talks about regulation and advertising promotion. Specifically, it discusses self regulation, state regulation and federal regulation in advertising and promotion. I chose to focus on self regulation in the advertising industry for this section of the assignment.

Self regulation in advertising promotion consists of self regulation by advertisers and agencies, by trade associations, by businesses, and by the media (Belch 684-692). Self regulation by advertisers and agencies means that by implementing guidelines and policies, most companies already have specifics set in place for the development of advertisements (Belch 684). This also means that the companies already offer internal control and regulation (Belch 684). Self regulation by trade associations is another means of providing controls and standards among the industry. Trade associations are similar to advertisers and agencies in that they have their own self-regulatory programs. The text notes that industries that are prone to controversy, such as liquor, alcoholic beverages, drugs and products marketed toward children require a great deal of regulation (684). Trade organizations will then develop their owns codes and regulations that companies are then expected to follow (Belch 684). Self regulation by businesses refers to the established self-regulatory mechanisms put in place by the business community in an effort to control advertising practices (Belch 686). For example, the Better Business Bureau promotes fair advertising and selling practices and also handles and investigates formal complaints from consumers and other businesses (Belch 686-687). Self regulation by media, as stated in the text, “maintain some sort of advertising review process and, except for political ads, may reject any they regard as objectionable” (Belch 691). Each medium has their own sets of standards and codes, and even further, specific names within the certain medium has even further defined rules and regulations in what they deem appropriate or relative. (Belch 691).

Works Cited

Adidas Football Case Study. 2011, Social Fresh Conference.

Belch, George, E., and A. Belch, Michael. “Advertising and promotion.” An Integrated Marketing Communications Perspective. New York: MacGraw Hill Higher Education (2012).

Jhaveri, A. 2011. Cause-Related Marketing: An In-Depth Analysis.

MacLeod, Duncan. “Adidas Launches The Quest.” The Inspiration Room. 9 June 2010. Web. 30 Oct. 2015. <http://theinspirationroom.com/daily/2010/adidas-launches-the-quest/>.

Vaughan, Pamela. “Facebook Launches Global Pages to Simplify Brands’ International Facebook Presence.” Facebook Launches Global Pages to Simplify Brands’ International Facebook Presence. 18 Oct. 2012. Web. 30 Oct. 2015. <http://blog.hubspot.com/blog/tabid/6307/bid/33733/Facebook-Launches-Global-Pages-to-Simplify-Brands-International-Facebook-Presence.aspx>.