View source for Ad-Ing the Globe: Understanding the Global-Local Paradox of Integrated Marketing Communications of Global Brands and its Extent and Degree of Penetration in the Local Advertising Scene

ABSTRACT 
 
The world is becoming smaller. Commodities from different continents are now 
available in the neighborhood sari-sari store. This is the result of global corporations’ 
move to extend the reach of their commodities beyond their local markets. As 
competition grows stiffer among these global corporations, marketers have developed 
strategies that blend global ideas with local elements. This is the process of glocalization. 
This study aims to understand the paradox behind such strategies. The positioning of 
global brands through commercial creatives as well as commercial placements was 
examined through quantitative and qualitative content analysis of local television 
commercials. Guided by the International Flow of Information and Marketing 
Communication Model incorporated with the globalization theory, the researchers were 
able to discover a pattern on how global brands used glocalization in order to increase the 
relatability of their products. Global corporationsglocalized elements to be able to 
emphasize how their products are adopted into our culture. Furthermore, by correlating 
the dynamics of creatives and placement, high glocalization of commodities was seen to 
occur where viewership was high. This illustrates the cohesion between advertisement 
creatives and placement, the two aspects of advertising, further strengthening assertions
that a strong relationship between these two makes for a truly strong global marketing 
strategy. Thus, a new element must be added to the 4 P’s of the marketing mix- the globe.



Araullo, J.L.V. and Oida, K.J.C. (2010).Ad-ing the Globe: Understanding the Global-Local 
Paradox of Integrated Marketing Communications and Its Extent and Degree of Penetration in 
the Local Advertising Scene, Unpublished Undergraduate Thesis, University of the Philippines 
College of Mass Communication. 

View Thesis in [[Flipbooks_on_iskwiki|flipbook]]: [http://iskwiki.upd.edu.ph/flipbooks/MarketingCommunication/ Marketing Communication] (UP Webmail Account required)

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