Question

Short note on standardization of international advertising

Answer 1

Definition of standardized or global advertising approach is practice of advertising the same brand or same product in the same way everywhere around the world. It looks for similarity across countries and segments to catch up a common thread to capitalize on adverting. That opinion shows that human needs and emotions are the same in everywhere. In addition this communication and transportation, technology, create a global market and desires of costumer around the world become homogenized. Global advertising focuses on localization and standardization of the advertising company from a marketing strategy perspective without costumer regarding.

According to Levitt, corporations should take advantages of economies of scale in marketing and producing at the same price, the same product with the same message around the world in same time. ( kitap ismi)

There are many advantages of advertising standardization. The most important advantage is cost saving. The second advantage of using standard advertisement is dealing costumers by establishing a common image around the world. Third of all, it provides to exploit good ideas that are difficult to find worldwide and finally, it helps organizational management in term of planning, control and coordination. The numbers of research are showed that huge number of company use standardization in their advertisement.

Answer 2

Standardized or global broadcasting strategy is the tradition of advertising the equivalent brand or the same product in an equivalent way throughout the world. It looks for correlation across nations and divisions to catch up a general thread to benefit on adverting. Global advertising concentrates on localization and uniformity of the broadcasting company from a marketing approach perspective.

There are several benefits of advertising standardization. The most significant benefit is the cost increase. The secondary benefit of using standard advertisement is administering costumers by building a public image around the world.