ut even before tackling these management decisions, the advertiser needs to define the objectives of the advertising in the different countries. And before doing that it is imperative that the decision maker identify what can conceivably be expected from the global advertising effort. Thus, the logical starting point in global advertising management is the assessment of the role of advertising in the country markets and the alternative advertising media (Johansson, JK, 1997).
Despite the drawbacks of standardized and translated messages, global advertising has become an important alternative to adapted multidomestic advertising. The technological advances in global communications, the growth of global media, and the strength of global advertising agencies have combined to make global advertising possible. And the possible spillovers from unified messages and the increasing homogeneity of many markets have made global advertising desirable. As the affluence of countries grows, new products and services appear, and customers need more information. Advertising becomes more important and advertising expenditures as a percentage of the GDP increase. For the global marketer, faced with increasing spending needs in all markets, a coordinated effort with synchronised campaigns, pattern standardization, and unified image across trade regions is usually more effective and cost efficient than multidomestic campaign (WJ Keggan, 2002).
3.4 Global e-marketing
E-marketing is a term that can be used to label the potential of information technology and the Internet, and the impact on marketing. E-marketing is perhaps the single most important new development in technology in the entire history of marketing, particularly the ability to leap over distance. In global marketing, strategies and practices reflected the importance of distance. The most important variable impacting trade behaviour is distance. However, the Internet is totally independent of distance. For the first time in history, the world has become a level playing field. Anyone, anywhere in the world can communicate with anyone else in the world in real time with no premium charged for distance. E-mail is major new communication tool that supplements fax and telephone to eliminate the barrier distance. E-mail is a marketing communication tool that offers unprecedented power for one-to-one message for both B2B and B2C communication (Johansson, JK, 1997).
The aim of marketing segmentation has always been to create a unique value offer for as many customers as possible. Before the Internet, this meant, in practice, creating an offer for a segment of the market that was an aggregation of customers. Almost overnight, the World Wide Web has emerged as a powerful new tool for accomplishing what in the past was only theoretical possibility in marketing: creating marketing programs that target a segment as one. Another major thrust of marketing in ...
