The idea that firms may need to change celebrity endorsers as part of their global marketing strategy fits mostly within ___________ strategies.

Question

Quizplus · Accepted Answer

Communication adaptation involves adjusting marketing communication elements to fit the cultural, linguistic, and other characteristics of a target market. Changing celebrity endorsers to better resonate with local consumers is an example of communication adaptation. Global advertising involves creating a standardized advertising campaign that can be used across multiple countries, but changing celebrity endorsers would not fit within this strategy if the same celebrity is used in all markets. The celebrity endorser strategy is focused specifically on using celebrity endorsements to build brand equity. Promotional messaging refers to the content and messaging in a promotional campaign and does not necessarily involve the selection or use of celebrity endorsers.

The Idea That Firms May Need to Change Celebrity Endorsers