- Three Key Global Marketing Communication Patterns
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
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.