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Advertising Strategy and Management

Situation Analysis

Globalisation and its impacts - the present scenario

Globalisation as process has come to imply two distinct processes, the first being technological modernisation, whereby new developments enable movements of goods and services across hitherto less-traversed geographical borders (Gallina, 2002), and the second being a commercialisation of a set of products or services that were previously not available to a given market. The IMF (1997) defines globalisation as:



The advertisement in the newspapers can include inserts with photographs or simply the messages. The television can carry spots that convey the message and campaign through the internet includes developing a website.

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