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Three Key Global Marketing Communication Patterns


This study analyses three key global marketing communication patterns and how they affect the consumer. It looks at how standardized campaigns, which do not conform to the customer at all, can be employed, and also looks at how its opposite the adapted campaign, which changes for every market, can do the same. The study also analyses the compromised campaign, which is a combination of the two and have many advantages and disadvantages.



It should be noted that this study does not attempt to define which form of campaign is better as such, as this depends largely on the market and product, as Kanso argues: "the degree of standardization in advertising will have to be determined in each marketplace." (2004: 205) But that it does note that although certain elements of promotion can conform to the standardized ideal. The customer is not one of them.

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