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Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack
Edition 5ISBN: 978-0132538961Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack
Edition 5ISBN: 978-0132538961 Exercise 2
What is the difference between standardization and adaptation in GIMC programs
Explanation
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Standardization refers to an approach in which a uniform product and message is featured across countries. In this approach, the goal is to generate economies of scale in production by creating a global product and using a more universal promotional theme.
It is easier to apply GIMC when a company relies on standardization methods.
Standardization approach requires fewer efforts as one product and promotion is used in various countries.
Adaptation refers to an approach where the products and marketing messages are designed for and adapted to individual countries for e.g. for a similar product marketing strategies will be different in Italy than that of Australia.
Adaptation when used by a firm, marketers from various countries can learn from each other. Adaptation is based on the strategy "think globally but act locally".
It requires more efforts as the message and product has to be adapted for every country and thus an understanding of regional and cultural differences should be considered very effectively.
It is easier to apply GIMC when a company relies on standardization methods.
Standardization approach requires fewer efforts as one product and promotion is used in various countries.
Adaptation refers to an approach where the products and marketing messages are designed for and adapted to individual countries for e.g. for a similar product marketing strategies will be different in Italy than that of Australia.
Adaptation when used by a firm, marketers from various countries can learn from each other. Adaptation is based on the strategy "think globally but act locally".
It requires more efforts as the message and product has to be adapted for every country and thus an understanding of regional and cultural differences should be considered very effectively.
Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack
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