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Summit Development Company
International Marketing Consultants
The increasing sophistication of foreign consumers and the presence of competition from many countries place great emphasis on the role of advertising in the global marketing strategy.
The strategic role of advertising in the global marketing program varies by time, place, and company. Advertising is but one element of the promotional mix, and promotion is but one element of the international marketing mix. The potential cost and accomplishment of global advertising must be weighed against the cost and benefits which might be gained by focusing on other elements of the international promotional or marketing program.
Creativity and versatility are key concepts in developing the creative strategy for an international advertising campaign. Advertising functions essentially as a communication medium. As such, it must provide the flexibility required to communicate effectively in situations which may change from country to country, from time to time, and from product to product.
The creative strategy must be firmly grounded in market analysis. Such analysis provides clues to the homogeneity or degree of segmentation of the market. Once the overseas market is understood, a basic strategy can be formulated. Strategy decisions include considerations related to the use of a single international campaign or a series of individual campaigns tailored to meet market variations. Questions of frequency of advertising, volume of global advertising, and international media usage also are based on analysis of global market information. It is the international advertising manager's job to integrate all of the market and company factors into a coherent advertising strategy.
The international consulting professionals at Summit Development Company are experienced in creating and implementing global marketing strategic plans that include all elements of the promotional mix with special emphasis on international advertising campaigns.
Summit Development Company
Global Marketing Consultants
808 Lee Avenue
Lookout Mountain, TN 37350
USA
Tel. (423) 821-3132
Fax (423) 825-5748