Communication management: International

 

With trade funding growing to some 20% of sales revenue, often at the expense of above-the-line budgets, Brian Moore, managing director of EMR-NAMNEWS, debates the increasing influence of key account ...

The Japanese market offers a tremendous opportunity for western companies, yet it is notoriously difficult to penetrate. Douwe Rademaker, president and representative director of Research Internationa ...

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 ...

Geoff Wicken, TGI global product development director at BMRB, describes the TGI Global Socio-Economic Levels (SEL), a multi-country classification scheme that links together surveys possessing their ...

This article is based on an address to the ANA Global Marketing Committee in New York on 27 June 2005. In it, Elliot Polak, founder and CEO of Text Appeal, responds to Martin Sorrell's article 'Why s ...

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 ...

This article reports on a survey carried out in thirty markets on the subject of whether people are becoming more similar or more diverse. The author reports on globally accepted concerns ranging from ...

Chuck Young identifies the limitation of language as being one of the biggest barriers to building a global brand. He emphasises the importance of the visual elements when planning international adver ...

This article is based on Research International's 2002 R10 study of global brands which was carried out in 41 countries and 52 cities. It shows that consumers perceive three main types of global brand ...

In a rapidly unifying world where communication is gradually becoming universally homogenous, there remain certain core regional differences in response, rooted in the more robust cultural values and ...

In the past companies have adopted a range of strategies for marketing on a global or multi-country basis including:- (1) highly centralised with one product and one set of communications; (2) central ...

The author explains why truly global advertising is relatively limited and will be for some time. It shares some research findings to offer insight into which success factors are genuinely 'internati ...

The author suggests that as globalisation continues and the UK's below-the-line sector matures promotional agencies are playing a leading role in many international developments. World famous brands ...

This article examines, from a marketing communications point of view, the mixed blessings of globalisation. On the face of it, the advantages of using global promotions as part of global marketing cam ...

The article discusses the launch of the euro currency, which is described as an awesome logistical project, from a marketing communications point of view. The remit from the European Central Bank was ...

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 ...

The author discusses some of the basics of marketing that may have been forgotten in the hype of the recent dot.com brand launches.

The author describes how DuPont approaches its global marketing, with particular reference to the development and support of the Lycra brand.

Adopting the adage 'Think global: act local', this author describes how Jack Daniel's Tennessee Whiskey is advertised internationally.

The author, from Time International, contends that global advertising can be particularly relevant for business and high-end consumer products. She quotes many examples, and describes how global medi ...

This article describes how CIGNA, an insurance and financial services company, manages its global marketing in some 24 countries - with special emphasis on its e-commerce activities.

As Asia matures in a marketing sense, more local brand managers of both local and multi-national brands are accepting and recognising the long-term benefits of integrating brands into local markets. T ...

This research confirms that a nation's culture has repercussions for its packing design. How this is handled is up the owner of the brand. If a packaging design is to be adopted to the perceptual fr ...

International brand building is no longer a choice, it is a necessity. The new global communications channels, the mobility of the consumer, the globalisation of the economy, the internet and the 'vi ...

For almost four decades, international marketers, advertising agencies, and academicians have been debating the applicability of standardized international advertising. This paper examines recent evid ...

Standardisation of international advertising campaigns and relaxed advertising regulations have led to Australian consumers being exposed to higher levels of foreign-produced advertising. The study de ...

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 ...

The author discusses global marketing from the perspective of IDG, an international magazine and newspaper publisher and web-site host specialising in Information Technology. He sees integration as t ...

The author, from Hearst Magazines International, describes how his company has developed global business with international brands such as Cosmopolitan.

The author describes how, following the merger of Allied Lyons and Pedro Domecq to form Allied Domecq, the company and brands reorganised to turn their international business into a truly global compa ...