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Table of Context

Introduction

1.c ñefining of International Advertising Strategies........................................................

2.c What is standardization of advertising...................................................................... ?

3.c Problems of Standardization of International Advertising........................................

3.1.c Cultural Environment........................................................................................

3.2.c Technology....................................... ...................................................................

3.3.c Heterogeneous Media.........................................................................................

3.4.c Language Barrier..............................................................................................

3.5.c Type of Product..................................................................................................

4.c The International Communication Process.................................................................

5.c Conclusion.......................................................................................................................

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Introduction
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Generally, the means of Globalization is that buying and selling products or services in the
world and economics market are becoming incorporate. Globalization provides economics
opportunities for companies therefore business can gain competitive advantage and able to be
more innovative. In addition, companies are given more importance on advertising in the
global markets. In Theodore Levitt`s article The Globalization of Markets´, the trend of
globalization of markets with encouraging of modern technology companies can standardized
products which are acceptable to customers worldwide.
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When borders open for trade then we can say clearly that company able to get opportunities
easier as a result of that firms and government can attain easier, more rapidly, and cheaper
than before all over the world, (globalisation and innovation in emerging market). In the
globalised world globalised markets have some responsibilities for instance; control activities
of trade, need to comply policies and helping organization. The period of over the 50 years,
the main important global organizations have been arrangement such as; the ³General
Agreement on Tariffs and Trade´(GATT), the ³World Trade Organization´ (WTO) the
³International Monetary Fund´ (IMF), the ³World Bank ´ and the ³United Nations´ (UN).
Their purpose is that to perform these functions, (Recep Y., Halil E., & Osman D., 2009).

In the next section it was explained definition of advertising and standardization of

advertising. Standardization is an elastic strategy which can be adapted to different market
circumstances. The important point is that some part of advertising procedure can be
standardized while others must be adapted. In section 2 I discuss related problems of
standardization of international advertising which are cultural environment, technology,
language barriers, heterogeneous media and type of product. In section 3 I show one diagram
about the international communication process with explanation and section 6 concludes.

1.c ñefining of International Advertising Strategies

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In the globalized world the company which is in the growing states they want to globalize
their product, service or their business therefore they are given more importance on
advertising in the global markets, (global advertising) the advertisement have to be effective
on customer and message should be clear to understand if they companies want to develop
their market share, get competitive advantage, to beat their competitors and to be a leader in
the global markets. The purpose of international advertising is that to communicate between
different cultures therefore the message should understand by the target culture. (international
advt.)
2.c What is standardization of advertising?
Standardization is an elastic strategy which can be adapted to different market circumstances.
The important point is some parts of the advertising procedure can be standardized while
others must be adapted. The point is that there are more dissimilarities than resemblances
amongst nations and with the intention of advertising supervisors need to be careful in
standardizing. The reason is that the international ads are not essentially completely
standardized. For instance; certain food and style products we cannot easily standardized
them because there is still require for adaptation. Those products need to adapt to the local
language, (standardization and advertisement). As can be seen, adaptation and to standardize
some product far from easy therefore companies can encounter with some adaptation or
standardization problems. In the next section it was explained the problems of standardization
of international advertising.

3.c Problems of Standardization of International Advertising

The major problems for international advertising are that are language barrier, cultural
environment, heterogeneous media, type of product and technology. The specified problems
have been described as below:
3.1. Cultural Environment
The cultural environment plays an important role on standardized advertising. It is far from
easy to standardize advertising because of different requirements, behaviour, habits of
consumer and beliefs. World is becoming a global economy, developing technology helping
shipping easily and developing communications makes the territorial not too much important.
Nevertheless, the world is not just going towards the generation a global economy it is also
going towards homogenous culture. (impacts of globalisation). Furthermore, the cultural

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context influences efficiency of communication. In high context cultures for instance in

Japan, China, Latin America etc. Information is as important as what is said. In low context
cultures such as, German, Swiss etc the information is restricted in the verbal messages.

3.2. Technology

³The Globalization of Markets´ The Harvard professor believed that thanks to technology
therefore markets are homogenize around the world (international advt). At the present,
international trade is gradually more global in extent today. Many reasons affect to this case.
The main reason is technology. With helping technology communication and transportation
products trade is easier now. As a result of that purchasers and suppliers have more
opportunities to collect the best products from various countries. Increasing technology is
helping companies to get advantage and to beat its competitors,
http://www.consumerpsychologist.com/international_marketing.html. Most of us want to
purchase all products as many as possible they have heard about, seen, or experienced
through the recent technologies, http://hbr.org/1983/05/the-globalization-of-markets/ar/1s by
candlelight. As a result, international markets suggest to consumer standardized products,
(impact of globalisation). In addition, while on the one hand, there is a right side relation
which is explained above between technology activities and competitive advantage. On the
other hand, the negative side of technology is that speedily varying communication
technologies for instance; internet adverts, TV affecting universal advertising therefore
advertising is more challenging to homogeny than manufactured goods or brand rules. That
make owners of company more stressful and they have to be faster than their competitors.cc

3.3. Heterogeneous Mediac

Advert standardization in homogeneous media is recommended. On the other hand, if

markets are heterogeneous environment variable, preference should be customized ads.
Similarly, the heterogeneity between countries in the economic environment makes the
advertising more difficult to standardize.
3.4. Language Barrier
At all time, language is an important factor for standardization. It is main barriers to
successful and efficient communication through advertising. The major problem is that every
country has their language, different language and different language as a result of that the
subtler problems of linguistic nuance and vernacular. For instance, the Bacardi Corporation

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would like to put up for sale their drink which is under the name ³Pavane´ but in Germany
the means of ³Pavane´ similar with ³Pavian´ that means ³Babbon´. Another example; in
Arabic tomato paste mean is tomato glue. Also Tropicana brand orange juice was promoted
as ³jugo de china´ in Puerto Rico. As we can say, the language and translation of language
are changing. Everyday words have different meanings in different cultures,
http://www.bukisa.com/articles/24315_international-advertising.

3.5. Type of Product

Another point is that kind of product is important and effect on advertising standardization.
Advertisements of certain products are easy to standardize such as; airlines, tobacco, banks
etc. Multi domestic industries like food, insurance more difficult to standardize them. If we
want to understand effecting of product we would analyse related between product influence
and effects of culture. Products and advertising are entrenched in a cultural context. An
international corporation must know that advertising is different across countries therefore
they should worry about impact of products. On the whole advertising dissimilarities across
nations tend to happen weaker whilst impact of products is not measured. (standardization of
internal adv) A number of global advertising is considered to encourage and bring in new
goods from one civilization to another.
4.c The International Communication Process
There are the elements of communication which are frequently essential in every
communication.
Jc Encoding
Jc Information source
Jc Noise
Jc Feedback
Jc Message channel
Jc Decoding
Jc Receiver

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4) Local managers who are stripped of autonomy over their country operations may become
demoralized, and lose their entrepreneurial spirit. Hills, Gerald E, 1997)

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A.c Conclusions
The world is becoming a global market for rising and emerging businesses. There is an
important goal is that they want to sell their goods to potential customers. In addition,
companies need to globalize their product, service or their business as a result of that
advertising of product or service is important. The purpose of international advertising is that
to communicate between different cultures therefore the message should understand by the
target market. On the other hand, some parts of the advertising procedure can be standardized
while others must be adapted therefore companies can encounter with some adaptation or
standardization problems such as; cultural environment, technology, type of product,
language barriers and also economy.

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üeferences
http://www.consumerpsychologist.com/international_marketing.html.
http://hbr.org/1983/05/the-globalization-of-markets/ar/1s by candlelight.
http://www.bukisa.com/articles/24315_international-advertising

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