Purposes of Advertising & the Global Market

Advertising can support a product in several ways. When a product is first introduced to the market, advertising serves to provide information and an image. As the product becomes more accepted, advertising can be used to build brand loyalty and keep the product positioned where the manufacturer wants. During the later stages of the product life cycle, advertising can help develop new uses and hence new markets for the product.

The successful creation of an image and brand positioning is critical to the long-term viability of products. When a product is sold in a single market, the two goals can be developed simultaneously. American beer manufacturers have been particularly successful at building

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gon. In most ads, there is no copy other than the brand name; the visuals are supported by dramatic pictures of the American West, sometimes punctuated with a cowboy. This marriage of image and brand enables the company to pursue a single advertising campaign throughout the world with little adaptation from one country to the next. But not all products can be supported by a single global campaign. Marketed internationally, these products must be supported by multinational campaigns, meaning that while the product remains the same from one country to the next, the advertising campaign is specific to the various countries. This strategy comes about in recognition of the cultural differences and the desire to target market the product in order to take full advantage of the unique characteristics of each country. In order to market successfully to various countries, advertisers are increasingly turning to the use of advertising agencies in each country, while the largest American and European advertising agencies are expanding their operations into various countries to take advantage of the trend. An advertising agency works with a manufacturer to develop advertising campaigns. The agency coordinates the campaign from the cr
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Approximate Word count = 1405
Approximate Pages = 6 (250 words per page)

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