Global advertising

The world is becoming a global market for an ever-increasing and varied number of companies with a common aim: to sell their products to as many consumers as possible. However, the globalization of markets also means that companies today are addressing an incredibly varied target group, with many different languages and, more importantly, cultures.

Advertising as a form of impersonal communication aimed at a wide and diffuse audience, is the ideal tool to promote products targeting large markets in which consumers are not strong differentiated in terms motivations, preferences, attitudes, etc.

The power of successful transfer of promotion campaign around the globe is a considerable advantage of a globally oriented company in term of competitiveness. To expand globally it must find markets for its products worldwide.

With the continuing trend towards globalization, multinational corporations (MNCs) are increasingly faced with the challenge of planning and executing global advertising campaigns.

Companies such as Coca-Cola, McDonald's, Dell, and Apple have used global advertising campaigns to build their global brands. Yet, in the international advertising literature, the concept of global advertising remains elusive, offering little guidance to MNCs' global advertising campaigns.

Advertising message for global markets, as both product and activity, is distributed through different means of mass communication; it endures strong competition and comes in contact with those to whom it isn't aimed. Such message should be repetitive, general and must stimulate recipient's behavior.
Global advertising