Description
Write a paper (750-1,000 words) that compares and contrasts the domestic and global advertising strategies of a multinational corporation. Please use Nike, McDonalds or Coco-Cola. The evaluation should consider differentiation in content, message, and delivery; the universal appeal of the advertising campaign; and the effectiveness across cultures. It should also consider how consumer research and buying behavior drive successful advertising campaigns.
First, evaluate the domestic advertising strategies used by the company. Then, evaluate the global advertising strategies being used for this company/brand. What are some of the major differences noted in the strategies? Do you think it is appropriate to use a global campaign or could the advertising message be improved by adapting it for specific regions or countries? Consider the five categories discussed in the textbook entitled, “When is Globalization Appropriate?” Does this company’s global advertising campaign fit into one of the five categories presented in the textbook? If not, which of the five categories would be most suited for the company’s global campaign? (These are the 5 categories,
1. Brands or messages that can be adapted for a visual appeal, avoiding the problems of trying to translate words into dozens of languages.
2. Brands that are promoted with image campaigns that play to universal needs, values, and emotions.
3. High-tech products and new products coming to the world for the first time, not steeped in the cultural heritage of a country.
4. Products with nationalistic flavor if the country has a reputation in the field.
5. Products that appeal to a market segment with universally similar tastes, interests, needs, and values
Finally, discuss the role consumer research and buying behavior play in determining appropriate advertisement strategies. Cite specific examples from the selected company’s national and global campaigns that demonstrate how the company successfully integrates consumer research and buying behaviors into its strategies. Alternatively, if you believe this company could improve its strategies by better utilizing consumer research and analysis of buying behavior, recommend where improvement is needed and explain your position.
A minimum of three resources must be included to support your research.
Prepare this assignment according to the APA guidelines found in the APA Style Guide. An abstract is required, and is not part of the overall word count.
You are required to submit this assignment to Turnitin.
Explanation & Answer
Attached.
Outline
International Considerations
1. Abstract
2. Coca-Cola domestic advertising strategies
3. Coca-Cola global advertising strategies
4. Major differences between the domestic and global strategies
5. Coca-Cola image campaigns for brand promotion
6. The role of consumer buying behavior and research in advertisement strategies
determination
7. References
Running head: INTERNATIONAL CONSIDERATIONS
International Considerations: Coca-Cola Company
Name of Student
Name of Professor
Course Title
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INTERNATIONAL CONSIDERATIONS
Abstract
The use of the modern communication and technological techniques has enabled companies to
advertise and market their products both domestically and globally. Before a company enters the
market, it requires a deep consideration on advertising strategies that will yield success by
examining factors that will determine its advertising strategies. The company needs to compare
and contrast both the global and domestic advertising strategies as this will determine its market
success both locally and globally. Once the company succeeds in the local market, it should then
consider the appropriate time to go global as well as the appropriate advertising strategies it will
use in the global market to reach out to the customers out there. This paper will focus and
analyze the advertising strategies being used by the Coca-Cola Company in its domestic and
global marketing. In the global marketing, Coca-Cola Company utilizes advertising and
promotional strategies that consider operations in the whole world. On the other hand, the
company's domestic advertising strategies are based on distribution and communication channels
to local requirements.
Domestic Advertising Strategies
One of the domestic advertising strategies that Coca-Cola Company used when launched
in Atlanta were billboards where at Cartersville, Georgia the first big coke sign appeared which
attracted so many local people attention and made them aware of the drink. This was followed by
other advertising billboards at Georgia, and then the company came up with a new advertising
strategy that involved wall paintings when the firm was able to sell its brand to customers
through painting walls with the Coca-Cola refreshment messages (Greenfield, 2016).
INTERNATIONAL CONSIDERATIONS
Second domestic advertising strategy came after the discovery of neon lighting where the
Coca-Cola advertised itself through revolving, swirling or blinking dramatic lighted signs. They
all i...