Global Marketing and Advertising Self-Reflexivity

Q1. Why is it important to study global marketing and advertising?

It’s important to study global marketing /advertising for two primary reasons.

The first is, through the study of global marketing, our ability as professionals to communicate and cater to a larger market is exposed. Since the study of global marketing does not only emphasize on the marketing aspect of advertising but also the cultural studies of different societies, we will have a deeper understanding of other cultures attributes, sensitivities and what appeals to them and what does not, and in return be able to successfully market or advertise to them.

The second point is, since relative to the western world, Middle Eastern advertising markets are rather new, it is important to study the various marketing and advertising strategies implemented around the world in order to understand why it might work there but not regionally and develop our own localized strategies.

Q2. When did the human species begin using global marketing and advertising?

The human species began using global marketing and advertising when the introduction of trade between nations was introduced. Countries decided it would be more cost-efficient and productive to exchange their surplus goods with another country, making each nation better off. Marketers and advertisers believed this was an opportunity to not only market locally but it also important to attract foreign markets as their investments are now major contributors to their economy. Increased foreign trade also increased competition among products and services, and therefore each had to fight to stay at the top and appeal to a larger reach.

Of course with the introduction of technology and the internet, this process has now become faster and easier.

Q3. How can global marketing and advertising be used for the good of culture industries? How has it been manipulative historically and in the present?

Global marketing and advertising can be used for the good of local culture industries by giving them the opportunity to be exposed and create recognition into a global and larger market, and also gives local consumers the opportunity to experience a wider choice of industries and products. According to theorist Theoder Adorno, cultural industries have manipulated societies into becoming passive because of the easy pleasures obtained through pop culture. He also said it leads to the spread of false needs, which are satisfied through capitalism.

Even today, much of Adorno’s theory remains the same.

Q4. What have you learned from this class personally and professionally?

From this class, I have learned how to think like a global marketing and advertising professional rather than a student. The class was structured in a way where the professor and students and students with other students were allowed to freely discuss and debate contradicting opinions on specific cultural marketing/advertising strategies around the world. This approach really helped me to actually analyze and think outside the box on what would be effective global communication strategies, rather than simply memorizing what is written in the text book.

Personally, I am very content with the class, as I have learned more than just the course objective. I have learned some history, politics, arts, public speaking and analytical thinking skills, from the class discussion and extra knowledge the professor gave us, and of course the difference in global cultures advertising/marketing styles from the different articles and videos we watched. Gmail and blogger were also very innovative approaches, as the internet now is a prime global marketing/advertising tool.