Differences between Traditional Marketing and Guerrilla Marketing

Simply looking at the definition of Guerrilla Marketing, we can be sure that it has a lot to do with creativeness and a lot of innovations should be made to traditional way of thinking that has been applied to marketing. Differences from traditional marketing and Guerrilla Marketing are several-fold. Within the context of this article, however, only some remarkable differences are chosen for analysis and illustrated with simple examples for better comparison.

Let’s start analyzing the differences of traditional marketing from Guerrilla Marketing by a funny bookstores story, which is as following: A small bookstore was located on a beautiful street with quite a lot of pedestrians, commuters, and other people crossing the street every day.… Read the rest

Case Study of Nike: Building a Global Brand Image

Brand History

The idea of Nike began way back in the 1950s. A track coach by the name of Bill Bowerman was at the University of Oregon training his team. Bill was always looking for a competitive edge for his runners, like most of us today look for any advantage we can get. Bill said he tried using different shoes for his runners as well as trying other things to try and make his athletes better. Bill tried to contact the shoes manufactures in attempt to try out his ideas for running shoes. This however failed. In 1955 a track runner by the name of Phil Knight enrolled at Oregon.… Read the rest

Social Aspects of International Advertising

When we consider International Advertising from the advertiser’s point of view, according to them the primary objective of advertisement is that the product or services which they are offering should be sold in the market. And in achieving the main objective of selling the product or services there are other profound consequences. Advertising puts an influence which is both persuasive and pervasive in nature. Through the selective reinforcement of certain language and values, and social goal, it acts as important force attitudes that underlie behavior not only in the market place, but also in all aspects of life. In an international marketing concern, advertising has an important social influence in a number of ways: many of the international advertising are designed to promote and introduce new products from one market to another.… Read the rest

Challenges Faced by International Advertising

International marketing can be a tricky business. With the increase in global trade, international companies cannot afford to make costly advertising mistakes if they want to be competitive and profitable. Understanding the language and culture of target markets in foreign countries is one of the keys to successful international advertising. Too many companies, however, have jumped into foreign markets with embarrassing results. Out of their blunders, a whole new industry of translation services has emerged.

Faulty Translations

The value of understanding the language of a country cannot he overestimated. Translation mistakes are at the heart of many blunders in international advertising.… Read the rest

What is International Advertising?

International Advertising, generally speaking, is the promotion of goods, services, companies and ideas, usually in more than one country performed by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion. Advertising is a cogent communication attempt to change or reinforce ones’ prior attitude that is predictable of future behavior.

It can be viewed as a communication process that takes place in multiple cultures that differ in terms of values, communication styles, and consumption patterns. It is also a business activity involving advertisers and the advertising agencies that create ads and buy media in different countries.… Read the rest

The Role of Celebrity Endorsements in Public Relations Campaigns

Businesses and entrepreneurs who use celebrities to endorse there products are elevated into another category.   The celebrity pitch is a tried and tested advertising strategy that has stood the test of time.  The advantages are that celebrity adds personalities and characteristics to a brand that will raise awareness and product adoption.According to American Public Opinion Survey and Market Research, 72 % of customers who bought a product backed by a celebrity said that it was the famous face of the endorser who first grabbed their attention. If successful, the use of celebrity endorsers can contribute to adding significant value to a product.  … Read the rest