Marketing Communications

SUMMARY: Companies are increasingly entering foreign markets due to various factors. These include saturation in domestic markets, decreasing profit margins, advancements in technology, and proliferation of global media. The need for proper global marketing communications has risen, to promote their products in world markets. In this chapter, we examined the various aspects involved in global marketing communication programs. First, we discussed the international marketing environment from a marketing communication perspective and then looked at various environmental factors that a company has to consider while designing its marketing communication programs. Later, we emphasized the need for evaluating the pros and cons of standardization or globalization of advertising strategy and the adaptation i.e., localization of advertising strategy. We also examined the various key decisions that a company has to take while developing