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
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Paradox of Integrated Marketing Communications and Its Extent and Degree of Penetration in the Local Advertising Scene, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.