Study week Dubai 2015: Business and the GCC
In the Emirates, doing Business requires a careful mix of cultural sensitivity in communications and understanding the Anti-Laws of Luxury Marketing.
Category: International Advertising
International campaigning and advertising within a Swiss tourism organization
Author: Esther Grob Zürich Tourism is a non-profit marketing organization which promotes tourism for leisure and business travellers for the city and region of Zürich in the local Swiss and 19 other international target markets. In their marketing strategy, the brand Zürich shall be strengthened with common focused messages and advertising in the local and the international markets. The integrated brand management is a part of all marketing activities. The destination is positioned under one claim as an authentic Swiss …
Global campaigns: the ability to create brand promises that can travel
Author: Isabelle Gargiulo One of the most challenging tasks in international advertising is the deep understanding of culture differences. For instance, North Americans see in product promoted benefits to be gained by buying a specific label. Chinese consumers are interested in ads with prevention-focused messages. Why are misleading claims repeatedly created? In case of ad adaptions in other countries, it‘s pivotal to use the right translation of meanings and ideas. Translating claims from English to another language is often a …
Pilatus, a Swiss mountain goes global
Authors: Manuel Blunier, Ana Ingold, Doris Kündig, Colette Richter Beat Wälti, Director of Marketing and Sales, and Member of the executive board of Pilatus-Bahnen AG, explains how a tourist destination and attraction markets its offerings on the international stage and what a role social media is playing in this: [youtube http://www.youtube.com/watch?v=aH25K8w8U6k&w=530&h=298]
Können globale Werbekampagnen kulturelle Barrieren überwinden?
In unserer globalisierten Welt spricht man oft von „Global Advertising“. Es scheint, als ob sich für international tätige Unternehmen in standardisierten Werbekampagnen ein massives Sparpotenzial verbirgt. Aber zahlt sich dies auch langfristig aus? Martin Grolms von Technik Kommunikation ist der Meinung, dass länderübergreifend identische Zielgruppen nicht standardisiert beworben werden sollten. Es kann zwar zutreffen, dass sich der Lebensstil und die ökonomischen Aspekte einer Zielgruppe in verschiedenen Regionen unwesentlich unterscheiden – Mythen, Geschichten und die Kultur jedoch trennen die Welten. Die …
Development and Realisation of International Marketing Campaigns
Authors: Marc Helfenstein, Carla Sager und Natanja Rebsamen Pascal Schaub, Chief Strategic Officer at Saatchi & Saatchi, advises us in the development and realisation of international Marketing Campaigns, explains us the factors behind his success and the roll of Social Media. [youtube http://www.youtube.com/watch?v=22JUYBq3trs&w=530&h=298]
Global advertising
Author: Doris Kündig When operating globally a company must, among other things, raise the question about what and how to communicate. That’s where tradition and cultural values come in. The cultural values forming the basis of society must be analyzed carefully. Whether the society is individualist or collectivist, hierarchical, or family oriented. Whether there is an economic or a dominant political ideology, or there is a religion practiced by a majority. All these values are having an impact on an …
Same, same but different?
Author: Daniela Jenni [youtube http://www.youtube.com/watch?v=iBoXvgysltw&w=530&h=298] “Costly, irritating and interchangeable – the Swiss bank’s advertising.” This was the lead in a recent article in the Swiss daily Tagesanzeiger. It is precisely in times of crisis, the paper argued, that the banks should seize the opportunity to win back lost confidence, project a self-assured image and take a firm stand for customers. There is no place for interchangeable advertising, it said. Same, same but different? Is this bland uniformity in evidence beyond …
International Marketing – we keep at it
New markets offer new challenges. Nowadays, keeping up with the competition means an international profile is imperative. This bilingual German/English blog is dedicated to the topic of “International Marketing and Communication”. We will deal with topics such as: – Global Brand Management – Online Communication worldwide – International Pricing – International Campaigning and Advertising – Market Entry Barriers – Strategic Selling – Negotiation Strategies and International Communication. Experts will contribute articles referring to exciting events on the topics, introducing methods …