The mass media, which is the main ways that large numbers of people receive information and entertainment, include TV, radio, the Internet, newspapers, magazines and so on. Advertising is one of the most important media in people’s lives, it is published in many places or other media not only by printed paper but also can broadcast on TV or radio; electric advertising on the Internet also is a common type to be seen. Through advertising, people can know what they need and what they prefer to buy. According to the title of this essay, how advertising affects product marketing, especially for global advertising, and how it affects consumer behaviour through brands effect will be examined.
This essay will be classified into three sections. Firstly, what advertising is and its audience will be defined; this part will focus on the role of advertising in global marketing. The second section will start with the example of Coca-Cola, one of the most successful companies in global advertising, discussing why and how it has become globalized. Then the effects of globalization on advertising will be divided into two parts: the effects on national marketing and local marketing; the identical character is produce manufacturers’ competition; moreover, it also can bring communication in national marketing. Finally, this essay will address to brands effect and consumer behaviour. In this section, the advantages and disadvantages of global brand will be argued, such as luxury brand leading to the inequality of price and value, and how it affects consumer choice. The conclusion will provide the answer above, summarize the essay and explain the role of advertising.
Section1: Advertising in global marketing
Advertising is a medium to sell products. In history, the original meaning of the word “advertise” is attracting notice, tempting and persuading consumers. Advertising completes a number of tasks usually in the context of brands. Twinn (2004) states that the role...