Marketing Communications

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Marketing Communications

Organizination And Management Of Advertising

Agencies And Advertising Departments

The international advertiser will still have to consider these two factors in making a promotional
campaign decision:

1. FEASIBILITY: this has to do with whether the foreign environmental restrictions or
   difficulties may prohibit the use of a standardised campaign.

Common foreign environment problems are local regulations, media and agency availability

and literacy levels.

2. DESIRABILITY: the degree of desirability of a standardized advertisement depends on
   the amount of cost savings that the company might achieve from it. Another criterion of
   desirability is consumer homogeneity which is a major assumption of the uniform approach.
   (Keegan and Green, 2000)