Роль и место рекламной деятельности в современном мире весьма значительна. Международные бренды, выходя на внешние зарубежные рынки, испытывают конкуренцию со стороны местных брендов и международных конкурирующих брендов.

The role of advertizing activity is very considerable. Entering the foreign markets international brands compete with local brands and other international brands.

Ключевые слова: международный бизнес, конкуренция, культура, глобализация, рекламная кампания, мотивация

Key words: international business, advertizing, competition, culture, globalization, advertising campaign, motivation

At the turn of the 21 st century the international business became so comprehensive and pervasive phenomenon of a modern civilization that it is almost impossible to give the definition to this difficult phenomenon.

We live in the world where borders of the states are open, where each country depends from each other. Strategic alliances, joint ventures, concerns, the companies of world level play a very important role in this constantly developing global world. Activity of such companies covers a lot of spheres that have a great impact on the life of each person. We have an opportunity to travel, to study in foreign higher education institutions, to work in other countries. Almost everyone has a mobile phone and PC created by one of leading companies in the sphere of IT, each of us has been to "MC’Donalds" and "KFC", used services of leading airlines of the world of alliance "Sky Team". Perhaps, there is no person who doesn’t know the Coca-Cola company or the Apple company. It means that the international business develops and rather fast steps.

With growth of number of the companies the competition between them increases. To be competitive the companies take a set of measures. For that they have to answer for some very important questions as "How to make consumer choose exactly our company? ", "What distinguishes our company from other companies? »

Entering the foreign markets international brands compete with local brands and other international brands. The role of advertizing activity in this case is very considerable.

The word "advertising" occurred from Latin "reclamare" that means "to shout". Many companies understand it too literally. For that reason they frightening off the clients. It’s impossible not to agree that nobody loves when somebody raises a voice on him. Though we live on one planet but in each country there are unique features which distinguish us from each other. For this reason it is necessary to understand there is no universal advertizing campaign for all of countries. It is necessary to consider features of each of cultures. Unfortunately nobody understands that. In the international practice there is a set of examples when entering the foreign market the company didn't consider its feature, and conducted the activity in the same way as well as in the local market. Here are some examples of such unsuccessful advertizing campaigns for 2012 year, provided by information portal "Vestnik K".

1. IKEA is the worldwide famous Swedish company producing furniture cut out pictures of all women from the catalog intended for distribution in Saudi Arabia. It isn't forbidden to put the photos of women in advertizing to this country. A lot of companies and local politicians were outraged of a such act from the side of IKEA. For that reason IKEA had to apologize. "We understood that were wrong having cut out images of women from the catalog for Saudi Arabia. It is contrary to values of our company".

  • 2. Never call the shop Hitler. One companies in India risked and it was compelled to change the name as a result of the global protest.
  • 3. The commercial video of the American chips Popchips with Asheton Kutcher was scarified on YouTube and in Twitter and was called as racist advertisement. Indignation of the audience was caused by the parody on the Hindu in advertizing. Kutcher played the role of Raj with a large number of the make-up imitating dark skin color and saying words with strong accent. Representatives of Popchips quickly reacted to criticism and declared that in the advertising didn't want to offend anybody but only make a smile.

As we can see from the given examples the problem in creation of advertising exists even among the companies engaged the international activity not the first year. Advertising is created by people. In our opinion the secret of success advertising campaigns is covered in attraction to work people whose knowledge, experience and creative opportunities are on the high level and who will be able to find the solution of the corresponding tasks. Therefore training of the highly skilled personnel in the sphere of the international advertising activity is an important task for each country. It is especially important for achievement of success in conducting the international business and to improvement understanding between the countries. Though advertising is a driving force in the international business that promoting growth of economy and establishment of partnership between the companies of various countries but it is only one side of advertising. There is also a reverse side. Advertising in particular the advertising of the international level as well as globalization is a process which conducts to unification of space, cultures and the identity of the person. Proceeding from the provided statistical data person by the age of 65 will watch on the average 2 million commercials TV-advertising. The ordinary child watches on the average 40000 TV advertising a year and these are more than 100 in a day. On the average one TV commercial video lasts from 30 to 60 seconds. Therefore the child spends for watching TV-advertising 75 minutes in day, i.e. it is possible to make a conclusion that the person by 65 years will spend 1,5 years for watching of TV-advertising but it is only the television. There are also banners, advertising in the subway and eventually Internet advertising. It is possible to say that advertising makes a considerable part of the life of each person. In this case mistakes made when developing an advertising campaign can have very destructive consequences. First of all advertising brainwashes the person. In many dictionaries a synonym of the word "zombie" is "advertising", i.e. since the earliest age the person is deprived by opportunities to think. Advertising of children's goods is designed for the nag factor. It inspires children on purchase of certain goods which will make them more coolly and more popularly among contemporaries. Further it is already a question of parental patience. According to researches the American teenagers on the average have to ask parents 9 times to buy a thing from advertizing before they will agree on purchase. The American Association of Psychologists claims that children till 8 years aren't capable to estimate critically advertising and consider all provided information as honest, truthful and objective. More than a half of the children interrogated during research declared that purchase of advertised goods adds them a self-confidence. All listed above is highly disappointing. On the one hand the world without advertising can't exist yet but how it will be able to exist with the advertising that is represented at the moment. To motivate people on purchase of goods advertising appeals to psychological needs of the person. The instincts are most operated in advertising are fear, feeling of own advantage, a self-preservation instinct, imitation and thirst of the power. Our future will be build by the following generation and it is brought up on advertising. Scientists of York University established that the American pharmaceutical companies spend for advertising twice more money than for researches. Here is the question arises, "What advertisement may come? »


  • 1. Багиев Г.Л., Аренков И.А. Основы современного маркетинга: Учебное пособие / Г.Л. Багиев. - СПб.: Питер, 2004. - 116 с.
  • 2. Котлер Ф., Армстронг Г., Сондерс Дж., Вонг В. Основы маркетинга: пер. с англ. / Ф. Котлер. - 2-е европ. изд. - М; СПб.; К.: Издательский дом «Вильямс», 2007. - 944 с.
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