A Short Note On Global Advertising Campaign - 2747 Words

AMN 421: Contemporary issues in advertising Research paper Thi Thu Ha Nguyen- N9059393 20 October 2014 STANDARDISATION VESUS LOCALISATION IN GLOBAL ADVERTISING CAMPAIGN 1. Abstract: Standardised advertising seeks to maintain a consistent product image with a uniform message, and capitalises on the scale economy by adopting the same advertising message across markets. It works well for market segments to reach production and marketing goals in term of size. It is greater to standardise an advertisement’s visual elements or delivers a consistent brand image over the globe. In addition, the company sells their brand globally, but using ways that are appropriate for particular culture, thus achieving a balance between global and local. It is called â€Å"Localization†. The case study of Pepsi’s campaign â€Å"Live for now† will show how standardisation and localisation work together. 2. Key words: globalisation, advertising, standardisation, localisation, media 3. Introduction: The research paper focuses on international advertising campaign. It defines and explains how standardisation and localisation strategies work in top-down approach. The literature review shows that most scholars prefer localisation in current context because they think that each market has unique characteristics. However, the case study of Pepsi â€Å"Live for now† demonstrates that they can work together. The standardisation creates global recognition; whereas localisation adapts the uniqueShow MoreRelatedHow Do Ngos Represent Humanitarian Issues Trough Images in Advertising?1603 Words   |  7 Pagesissues trough images in advertising? Negative images of developing countries are a common means adopted by Non Governmental Organisations to raise financial support for those countries. However there has been much discussion as to weather such advertising for fundraising campaigns is really authentic and if the images used represent the issue as it is. 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