Global communications Essay Example | Topics and Well Written Essays - 2500 words

Global communications - Essay Example ntinued to evolve as the marketers come to the realisation of how to communicate efficiently through modern-day advertising methods across a range of multifaceted and progressively competitive international marketplaces. This variety of marketing involves instituting a website, and then choosing interactive types of advertising; with the strategic intent being to cater to the domestic markets clients (Fill, 2005). In defining the functions of global marketing, the inferences for worldwide interactive advertising are usually centred on an ethnocentric market. This approach could be viewed as standardised. In the hybrid strategic method of international marketing, also referred to as "glocalisation†, the strategic aim is to utilise a centralised and planned "footprint" to create an international brand identity, while permitting flexibility that is country-specific in the communication and tactical mix decisions. When deciding what the strategic propositions are as far as international interactive advertising is concerned, the aspects of global marketing no longer make use of an ethnocentric perspective. Global marketing recognises and exercises strategic intent as a way to organise the blend of centralised brand or business directives with the more localised variations in management decision making, and interactive advertising placement. Therefore, global communications definitely suggest that the existence of international online clients is a strategically anticipated result of a hybrid strategic technique (Yeshin and Gilligan, 2000). Language constraints:   In most cases, advertisements have to be interpreted. This has to be according to local version of the generic language. In some circumstances, advertisements created in foreign languages are run intentionally in order to add an air of mystery to a commodity or good. Cultural Hindrances: Subtle cultural disparities may stop an advertisement from being viewed as acceptable in one nation, or be accepted in a