More and more companies motivate to develop foreign market, but international marketing communication is a complex and difficult activity, in which many companies fail.
Nevertheless, the companies are going international.
In order to target international customers, marketing communication managers have to research all information about targets in cultural issues.
Before go to communicate with the market, we have to find a medium to support our strategic message.
In my mater study, I have been in focus of the online banner ads to understand the reflection of culture effect.
In the way of ad design online, the confusion of an banner ad is between effectiveness and acceptability.
In the way of global advertisement, the confusion of an banner ad is between standardization and specification.
Anyway, paradox is same either for online advertisers, or internet users,
but our question is what factors or what degree of this factors can contribute the best balance?
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