The intrigues and challenges of global advertising

Suresh Kumar

The author, Johnson & Johnson, describes the trials and tribulations of multi-country advertising and explains his C3 theory (content, cost and compliance) - with lots of examples.

The Intrigues and Challenges of Global Advertising

Remember the three C's when marketing on a global scale

Suresh KumarJohnson & Johnson

Advertisers have to make their case to consumers in 30 seconds, the duration of a typical ad on television. While we are very familiar with this in our sound-bite-driven society, it poses many challenges when introducing new products, services, or concepts into global markets.

Japan is an interesting case in point. The average Japanese commercial is a 15-second spot and almost always employs an endorser to 'hook' consumers. This is in a society where brands are closely associated...

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