International Considerations

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Write a paper (750-1,000 words) that compares and contrasts the domestic and global advertising strategies of a multinational corporation. 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.

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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?

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.

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