Международная маркетинговая деятельность рекламных агентств: современные проблемы и задачи
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Файли
Дата
2019
Науковий керівник
Укладач
Редактор
Назва журналу
ISSN
E-ISSN
Назва тому
Видавець
Анотація
В статье раскрыты современные проблемы и задачи международной маркетинговой деятельности рекламных агентств. Изучены и изложены основные факторы, вызывающие современные проблемы и задачи международной маркетинговой деятельности рекламных агентств, а именно: культура и уровень развития страны; языковые особенности; экономическая ситуация; законодательные акты; присущие отдельной стране способы распространения рекламы; конкуренция. Раскрыты причины ограничения доступности СМИ в разных странах, а также способы обхода этих ограничений. Объясняется превышение уровня издержек в международном маркетинге по отношению к внутреннему рынку и возможные пути их сокращения. Обоснована актуальность проблемы выбора между стандартизацией и адаптацией международной рекламы. Раскрыты основные причины адаптации рекламы такие, как: законодательные нормы и факторы макросреды международного маркетинга. В том числе национально-культурные факторы, вызывающие необходимость правовой, экономической и культурной адаптации рекламы.
The article reveals the current problems and tasks of the international marketing activities of advertising agencies. The main factors that cause modern problems and tasks of advertising agencies’ international marketing activities, are studied and described in the article: the culture and level of development of the country; language features; economic situation; legislative acts; country-specific ways of advertising distribution; competition. It justifies the need to develop individual slogan and advertising text for each individual country when preparing an advertising campaign on the international market. The restrictions on the advertising of certain groups of goods in different countries are analyzed. The reasons for limiting the availability of media in different countries are desclosed in the article, as well as ways to circumvent these restrictions: replacing radio communications with advertising texts on the street or in magazines, using satellite television, the Internet. It substantiates the possibility of circumventing media access restrictions through the use of satellite television and the Internet, which essentially have become an international media. The factors that must be considered when using television as a means of advertising in different countries are outlined. The article explains the excess of the level of costs in international marketing in relation to the domestic market and possible ways to reduce them. The relevance of the problem of choosing between standardization and adaptation of international advertising is substantiated. The main reasons for the adaptation of advertising are disclosed, such as: legislative norms and macro environment factors of inter-national marketing. It includes national-cultural factors causing the need for legal, economic and cultural adapta-tion of advertising.
The article reveals the current problems and tasks of the international marketing activities of advertising agencies. The main factors that cause modern problems and tasks of advertising agencies’ international marketing activities, are studied and described in the article: the culture and level of development of the country; language features; economic situation; legislative acts; country-specific ways of advertising distribution; competition. It justifies the need to develop individual slogan and advertising text for each individual country when preparing an advertising campaign on the international market. The restrictions on the advertising of certain groups of goods in different countries are analyzed. The reasons for limiting the availability of media in different countries are desclosed in the article, as well as ways to circumvent these restrictions: replacing radio communications with advertising texts on the street or in magazines, using satellite television, the Internet. It substantiates the possibility of circumventing media access restrictions through the use of satellite television and the Internet, which essentially have become an international media. The factors that must be considered when using television as a means of advertising in different countries are outlined. The article explains the excess of the level of costs in international marketing in relation to the domestic market and possible ways to reduce them. The relevance of the problem of choosing between standardization and adaptation of international advertising is substantiated. The main reasons for the adaptation of advertising are disclosed, such as: legislative norms and macro environment factors of inter-national marketing. It includes national-cultural factors causing the need for legal, economic and cultural adapta-tion of advertising.
Опис
Ключові слова
реклама, международный маркетинг, рекламное агентство, международная реклама, маркетинговые коммуникации, advertising, international marketing, advertising agency, international advertising, marketing communications
Бібліографічний опис
Scientific Light