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Global Advertising


Global adverting refers to the elements of marketing where the marketer targets the entire world hence the information contained in the advert is aimed at a larger client base. Most economists define global marketing as a strategy where a marketer holds the interest of the entire world for a considerable period to gain the expected profits and popularity. Due to the wide clientele coverage, global advertising incorporates plenty of strategic measures which are highly efficient to garner response from he global region. Similarly, there are a number of sources of this modern generation form of marketing while due to the varying cultures in the global market, conflicts and challenges are bound to arise as a result of cultural differences.


Sources of global marketing

One of the potential avenues through which global advertising takes place is through the mass media. Televisions are common sources of global adverts especially when programs which are aired world wide are playing. This includes commercial breaks during world sports activities like the world cup or global forums such as the global warming talks in Copenhagen. The world wide coverage of the events, as well as, the fact that more potential clients will access the details regarding the products makes them the most preferred avenue of global advertising (Morreira, 2008).

 Consequently, the venues for the activities are sources of global advertising as in the course of airing the event, various aspects such as the main sponsor and the products from the firm are aired as well. This involves draping the dais or playground with paraphernalia or draping of the sponsors. This may also include products which are relevant to the event such that the media will not only capture the event and sponsors but also their products. This is common in sporting activities where manufactures of sporting gear or energy giving drinks sponsor the event then ensure that the stadium is draped in the firm’s product images (Roth and Samiee, 1992).

 The internet is another source of global marketing especially as it creates connections in all corners of the globe. Over the years, marketers posted products in the company’s website while this has been a limited form of global advertising as only those interested in the product will venture out to seek for it. This led to internet sites where adverts could be tagged along various pieces of information. As if this was not enough the global internet gave birth to social networking sites connecting individuals from varying corners of the world.

Hence when two or more people from different countries are interacting through the sites, the chances that they see a new advert and comment about it are very high. Therefore, it is difficult to ignore the advert and the success of the source is that at any one time, millions of users are accessing the site hence making it easy for the marketer to sell (Bhatia, 2000).

 Global advertising strategies

The most significant strategy in global advertising is market segmentation where the marketer strives to divide the market into segments dependent on consumer behavior. This could be carried out in terms of geographical segments or according to age of the targeted market. This enables the marketer to customize the source or avenue for marketing to ensure that the targeted segment is not left out (Scrizzi, 2007).

 Market segmentation involves laying appropriate strategies to avoid standard adverts which are quite impersonal. This is carried out by curtailing a global brand for all products then developing customized adverts for different cultures in the market. Global marketers who are able to distinguish between the various periods when to employ standardized global advertising and when to go personal are strategically placed in the global market.  The same is also done for varying target groups and preferences of the clients so that their personal preferences are catered for by the manufacturer (Morreira, 2008).

 This also involves price discrimination as the clients in different sections of the world have varying income levels hence it will only be too fair to charge them what they can afford to ensure that they buy the product. Pricing strategy in global marketing endears many new clients who could be tired of being charged exorbitant prices for a similar product (Bhatia, 2000).

 Strategies involving strategic global marketing are essential in identifying market barriers and trade differences such as communication barriers. Consequently, the marketer should evaluate formidable resolutions to the obstacles as a way of creating an edge over other competitors in the global market (Roth, 1992).

 Similarly, push versus pull strategies are incorporated as deems possible depending on he market. This is because not all push or pull strategies are applicable in all markets thus the need to identify the market critically before adopting the best strategy (Scrizzi, 2007).

 The attributes of the product is another global marketing strategy that makes it economical for firms to market energy giving drinks during world cup matches than during world wide soap operas.  This is because the product must be customized in that the target group should relate to its relevance. Consequently, in global marketing, the marketer has to include all details that are relevant to the product to enable the client to make an informed choice (Roth, 1992).

 The distribution channel is another equally vital strategy in global advertising as the firm has to ensure that after the information regarding the product has been relayed, planes are underway to execute the orders. This includes adoption of long channels of distribution as a way of cutting down on the selling/relative costs while at the same time increasing benefits. Longer channels of distribution increase accessibility of product into the market and also it acts as an avenue to development of long term relationships between manufacturers and retailers (Bhatia, 2000).

 The impact of cultural differences on advertising

Cultural differences have been significant in imparting great effects on the advertising scene in a global setting. This is because culture has led to restriction in some adverts in the various parts of the world while in others regions, the marketer have to appeal to the policies that are defined by the cultural differences in the country (Morreira, 2008).

 One issue that has risen due to cultural differences is restriction of fast food advertising among school going children. This is because the fast food adverts among school going children has been significant to the high number of obese children in the western world. Consequently, most parents in the region have blamed the adverts on the increased obesity levels among their children in a culture where obesity is a high problem. Therefore, in the western world advertising to this target population is considered a crime and such adverts are not overly welcome (Scrizzi, 2007).

 Cultural differences are known as the sole reason as to why toy with images of war weapons such as guns and pistols are not advertised in India especially where children may access the information on the advert. Some cultures where tobacco smoking is taboo pose severe restrictions for adverts that are aimed at marketing tobacco and its products (Bhatia, 2000).

 The other cultural differences that pose challenges in advertising involve cultural values which may contradict in various perspectives. Such could be due to language barriers such that some words are not acceptable in a culture and when they are used public literature. This is seen as lack of respect for the culture for which the advert is aimed and eventually the advert may end up being banned from the region where the cultural values are contradicting.

Cultures where decency and good morals are valued will not accept any form of adverts regarding lingerie, condoms or performance enhancing drugs as they are branded as demoralizing products. Various countries especially in the Arab world have banned adverts where models pose in a semi-naked manner as these are know to increase immorality among the natives (Bhatia, 2000).


Global advertising has been growing considerably in the recent past especially with increased internet connectivity hence making transmission of messages efficient in the world. Consequently, the opening of global events which converges varying cultures and nationalities makes the entire global marketing a center for all forms of product marketing. However, it is not a smooth path for marketers as they have to be up to date with marketing strategies which will enable them venture into new markets. Similarly, cultural differences have affected the nature of advertising in various corners of the world due to divergent values and beliefs.


Bhatia, T. K. (2000), Advertising in Rural India: Language, Marketing Communication Consumerism. Institute for the Study of Languages and Cultures of Asia and Africa. Tokyo University of Foreign Studies. Tokyo Press    
Morreira, M. (2008), global advertising.  Journal of Advertising and Research Review. Vol.9, iss.4. pp. 1-4
Roth, K, and Samiee, S. (1992), the influence of global marketing standardization on performance. Journal of Marketing vol.56, pp.1-17
Scrizzi, M. (2007), punk marketing review. Journal of Consumer Marketing vol.24, iss.7,   pp 67-73.
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