Discuss the Problems and Opportunities Facing the Global Advertiser
Discuss the problems and opportunities facing the global advertiser
The prevailing arena in business this millennium has powerful forces, which are transforming markets and spectacularly changing ways of doing business. There has been increased movement of people, goods and organisations across borders, which have resulted in the emergence of global market segments and the growth of globally integrated markets. In order to discuss the problems and opportunities facing the global advertiser in today’s environment we must understand firstly, what global advertising involves.
Advertising is a form of interaction used to incite or influence an audience (viewers, readers or listeners) to continue or to take some new action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering.
Everywhere we look, we see advertisements and logos. These features of capitalist commodity culture have become not just ways of selling goods but an inescapable mode of modern communication (Cartwright and Sturken, 2001). What about on a global stage?
The Oxford University Press defines global advertising as “advertising on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives.”
Through the paper, I will analyse the pros and cons confronting the global advertiser.
Spending on advertising is huge. One often quoted statistic by market research firm ZenithOptimedia estimates that worldwide spending on advertising exceeds (US) $400 billion. This level of spending supports thousands of companies and millions of jobs. In fact, in many countries most media outlets, such as television, radio and newspapers, would not be in business without revenue generated through the sale of advertising. For some organisations little advertising may be done, instead promotional money is spent on other promotion options such a personal selling through a
The prevailing arena in business this millennium has powerful forces, which are transforming markets and spectacularly changing ways of doing business. There has been increased movement of people, goods and organisations across borders, which have resulted in the emergence of global market segments and the growth of globally integrated markets. In order to discuss the problems and opportunities facing the global advertiser in today’s environment we must understand firstly, what global advertising involves.
Advertising is a form of interaction used to incite or influence an audience (viewers, readers or listeners) to continue or to take some new action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering.
Everywhere we look, we see advertisements and logos. These features of capitalist commodity culture have become not just ways of selling goods but an inescapable mode of modern communication (Cartwright and Sturken, 2001). What about on a global stage?
The Oxford University Press defines global advertising as “advertising on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives.”
Through the paper, I will analyse the pros and cons confronting the global advertiser.
Spending on advertising is huge. One often quoted statistic by market research firm ZenithOptimedia estimates that worldwide spending on advertising exceeds (US) $400 billion. This level of spending supports thousands of companies and millions of jobs. In fact, in many countries most media outlets, such as television, radio and newspapers, would not be in business without revenue generated through the sale of advertising. For some organisations little advertising may be done, instead promotional money is spent on other promotion options such a personal selling through a