International, multi-national, global: Multi-nationa...

 

This research study attempts to examine whether there is consistency in the advertising-to-sales ratio (%) pattern for global marketers in their home region and at a worldwide level, through a systema ...

This article challenges the conventional, centralised model for global marketing. It argues that the best ideas are likely to be produced at a local level and will stand the test of geography or cultu ...

This article reproduces an excerpt from Inside Advertiser and Agency Relationships: A Hands-On Guide for Practitioners, an in-depth secondary analysis of a substantial ANA survey among advertisers int ...

Using a plethora of examples, Elliot Polak, founder of advertising adaptation network Text Appeal, and Frank Cuttita, CEO of the Center for Global Branding, discuss cross-cultural advertising mistake ...

International ad campaigns present a variety of challenges, most obviously with regard to language and culture, but also in relation to how a client and agency work together. Based on a case study of ...

Hamsini Shivkumar, vice president and head of planning for JWT Mumbai, examines the nature of global brand communications - and argues for her view that 'global brands need a global brand idea but not ...

Alvin Silk, Lincoln Filene Professor Emeritus at Harvard Business School, and Ernst Berndt, Louis B Seley Professor of applied economics at MIT Sloan School of Management, discuss an econometric study ...

In 2002, GE retired one of the most successful advertising campaigns in America and replaced it with a new global campaign. Beth Comstock, corporate vice president and chief marketing officer of Gene ...

In this edition of ‘Best Practice’, Roderick White looks at the theory and practice of global branding and global communications. He argues that for many companies the decision to ‘go global’ is no l ...

Through acquisitions and mergers UBS has grown to be one if the biggest financial institutions in the world, but in 2001 its brand identity was obscure and fragmented. In this article Jestyn Thirkell ...

Scott Kraft, vice president of marketing for Sun Microsystems, talks to Delwyn Swingewood about the 'Why Not?' advertising campaign, his views on global advertising and how to manage it.

This author argues that, because of a skittish economy, pressure from upper management to better justify marketing costs and improve sponsorship matching and measuring tools, sponsorship is quickly be ...

In 1997 MasterCard lacked a distinct brand image and was in need of a total repositioning. At the time it was using 15 different advertising agencies around the world and there was no consistent messa ...

The internet is becoming increasingly important for exporters to reach or sell to potential customers in international markets. This study investigated how exporters could utilize different elements o ...

The authors start by defining global advertising, then describe the process many companies use to make it happen. They conclude that the media is often involved too late in the process, and suggest t ...

Global interactive advertising is becoming an important key term for the current marketplace as Internet usage continues to climb at astounding rates on a worldwide basis. The authors propose a defini ...

Case study illustrating the use of point-of-purchase (POP) advertising in a new global product launch: Gillette's Mach 3 razor. Development of the product and marketing plan briefly described. POP str ...

Discusses point-of-purchase (POP) advertising in the global context. Reasons given for growth of local POP in countries worldwide: growth of multinational brands, of global retailers. Brand marketers ...

This article describes how a number of multinational companies are organising their global advertising efforts. It covers the challenges and frustrations of setting up global advertising, criteria us ...

The author, from Bristol-Myers Squibb, describes the development of Clairol Herbal Essences Shampoo into a global brand, with a vast range of products. Credit is given to the Kaplan Thaler Group and ...

The author describes how the US entertainment industry develops the global appeal of its films, TV shows, and celebrities; and how marketers in other industries can benefit from imaginative tie-ins wi ...

This article briefly covers the strategy for producing global integrated marketing. The author illustrates successes and pitfalls with examples from P & G, Pepsi and various continents.

Describes the thinking behind the 1998 campaign for Alcatel. Why it was decided to concentrate the entire budget, from all divisions, behind one single product, a range of mobile phones advertised to ...

Editor's interview with two top executives in Dentsu and its European subsidiary CDP: Hiromi Yoshida and Chris Macleod. Dentsu is the world's largest agency and will be floated in 2001. Discusses Dent ...

This paper looks at the status of telecom and information technology branding and communications in the global market-place. While there has been considerable progress in branding skill and communicat ...

This is a conceptual paper based on the evolution of marketing and advertising in a world that is increasingly dominated by technology. Markets, according to postmodern thought, are beginning to fragm ...

Proposes and tests a new typology of global emotional appeals, in terms of consumers' responses. Emotions are of two kinds: basic emotions which have survival value (fear, anger, love etc.) and social ...

The article, adapted from the author's chapter in the new APG book 'How To Plan Advertising' (ed. Alan Cooper, 2nd edition, 1997), sets out a methodology for planning international campaigns. Discusse ...

This paper will address global needs from the perspective of advertisers using multinational media. It starts with defining global business, how they operate and what they need from the media. Secondl ...

International marketing strategies, made possibly by technological innovation and forced by economic reality, must be supported and refined by empirical study of their successes and failures. This stu ...