International marketing Essay Example | Topics and Well Written Essays - 2000 words - 7

International marketing - Essay Example Marketing communication is the main element, which is responsible for developing a customer’s demand for a product or service by providing brand information as well as facilitating purchase intention (Pelsmacker, 2006). Currently, there are a lot of issues concerned with global marketing communication, such as those related to how much effective the advertising is, testing various marketing and promotional methods, (Onkvisit and Shaw, 1999) the design of content and language used in the advertisement (Hollensen, 2014) etc. For example, although sales volume can be used as a yardstick to measure the effectiveness of advertising, other important factors such as economic conditions and pricing strategies can also affect sales volume. However, the decision regarding whether to standardise a particular advertising strategy or adopt another a new one is one of the most critical issues that business organisations face. This topic has been regarded as an endless debate from 1950 to 1990 (Solberg, 2002). Standardisation means that a company maintains the same advertising strategies in all the countries where it markets its products or services. It is in line with the idea of global marketing strategies, which was first established by Levitt (1983). The globalism concept suggests that the world is becoming a common place where people desire the best product and lifestyle no matter where they live. Particular to international advertising, the globalisation strategy concept was praised by marketing practitioners. By adopting global advertising, companies can create massive economies of scale to maintain a consistent brand image in the minds of the consumers. On the other hand, the conventional view is to localise marketi ng and advertising strategies because every market is unique (Zhou and Belk, 2004) and since consumers have different needs and lifestyle all around the world. Jobber