MICA Faculty Co-Authors Research Article on 'The Emerging Trends in Global Advertising'

March 4, 2013 - PRLog -- The paper highlights the global advertising scenario with its changing trends and macro-micro environmental factors that need to be considered while designing a global advertisement. These parameters effectively enhance global brand performance and ensure advertising success. Moreover, it also stresses that adopting a global advertising strategy is a challenging task, as different countries follow unique sets of rules part from multicultural consumer community.

Since the nineteenth century, advertisers realized that needs could be created in the minds of the consumers by well thought-out advertisements. Once the needs were developed, companies manufactured products to fulfill these perceived needs and wants. Subsequently, catchy taglines and slogans were developed by the organizations. Even trademarks and logos were created so as to inform and differentiate the brands. Therefore, it can be stated that the earlier twentieth century focused on concept, content and graphics in advertising.

Advertising approaches and strategies need to be restructured and redesigned, especially in the digital arena for the markets of the future. Global advertising agencies will have to develop a global digital advertisement network that can create many versions of the same commercial, the paper says.

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