In the era of rapid globalization, global advertising is important element of creating and maintaining enviable market position of products across the globe. Effective brand advertising therefore, facilitates good market positioning of the products and holds true for all type of companies, wishing to expand and exploit global market to gain necessary leverage.
Hamsini Shivkumar’s article on the challenges faced in global advertising are succinct and give useful insight into the factors that can make or break the global positioning of the products across globe. Brand creation and advertising are very important part of market strategy. While ‘brand building is needed because products are the same’ (Kotler, 2005), advertising creates the necessary awareness amongst the segmented market to promote and influence the buying decisions of the public. Effective brand advertising therefore, facilitates good market positioning of the products and holds true for all type of companies, wishing to expand and exploit global market to gain necessary leverage. Taking cognizance of the following factors would promote global marketing campaigns of the products:
Effective communication is important tool to overcome the barrier of language and socio-psychological paradigms of global community. Facilitating easy access to information brightens the scope of retaining the customers. With so much choice in the open market, one must advertise the unique advantages of the products and their usefulness to draw in new customers while keeping the old. The customer is always interested in the end result of his purchase so he needs to be shown the extra benefits that he would be getting on the purchase!
Segmentation of the market as per the demographic compulsions is yet another factor that contributes towards more dominant market position vis-à-vis common needs and concept that reaches across the race, culture, color and nationality. .