Importance of creativity in advertising
There are many reason why creativity is important in advertising. With good
visual effects it will attract the target audience attention that creates interest by
establishing feelings of desire to bring about an action to purchase.
It is a pillar to build the marketing mix - personal selling, sales promotion, direct marketing,
public relations and sponsorship.
It differentiates the 'me too' products by influencing attitudes and feelings to position the
brand in preference above a competitors brand.
It provides knowledge thereby stimulates thinking
It can persuade, be relevant and meaningful
It facilitates purchase and trial
It creates loyal customers
It transforms boring ads to interesting ads
Creative ads achieve objectives
international advertising
Definition of International Marketing
According to Cateora and Graham, “international marketing is the performance of business
activities designed to plan, price, promote and direct the flow of a company’s goods and services to
consumers or users in more than one nation for a profit.”
According to Terpstra and Sorathy, “international marketing consists of finding and satisfying
global customer needs better than the competition, both domestic and international and of
coordinating marketing activities with in the constraints of the global environment.”
Importance of International Marketing
1. Important to expand target market – Target market of a marketing organisation will be limited
if it just concentrate on domestic market. When an organisation thinks globally, it looks for
overseas opportunities to increase its market share and customer base.
2. Important to boost brand reputation – International marketing may give boost to a brand’s
reputation. Brand that sold internationally is perceived to be better than the brand that sold locally.
People like to purchase products that are widely available. Hence, international marketing is
important to boost brand reputation.
3. Important to connect business with the world – Expanding business into an international
market gives a business an advantage to connect with new customers and new business partners.
Apple - the tech giant designs its iPhone in California; outsources its manufacturing jobs to
different countries like - Mongolia, China, Korea, and Taiwan; and markets them across the world.
Apple have not restricted its business to a nation, rather expanded it to throughout the world. The
opportunities for networking internationally are limitless. The more "places" a business is, the more
connections it can make with the world.
4. Important to open door for future opportunities – International marketing can also open door
for future business opportunities. International marketing not only increases market share and
customer base, it also helps the business to connect to new vendors, a larger workforce and new
technologies and ways of doing business. For example – American organisations investing in Japan
have found programs like – Six Sigma and Theory Z which are helpful in shaping their business
strategies.
DIFFERENCE BETWEEN INTERNATIONAL AND LOCAL ADVERTISING
There are two types of marketing namely, domestic and international marketing. Domestic
marketing is when commercialization of goods and services are limited to the home country only.
On the other hand, International marketing, as the name suggests, is the type of marketing which
is stretched across several countries in the world, i.e. the marketing of products and services is done
globally. In this article excerpt you can find the difference between domestic and international
marketing in detail.
Domestic Marketing Vs International Marketing
Comparison Chart
Basis for
Domestic Marketing International Marketing
Comparison
Domestic marketing refers to International marketing means the activities of
marketing within the production, promotion, distribution,
Meaning
geographical boundaries of the advertisement and selling are extend over the
nation. geographical limits of the country.
Area served Small Large
Government
Less Comparatively high
interference
Business
In a single country More than one country
operation
Use of
Limited Sharing and use of latest technology.
technology
Risk factor Low Very high
Capital
Less Huge
requirement
Nature of
Almost same Variation in customer tastes and preferences.
customers
Required but not to a very Deep research of the market is required because
Research
high level. of less knowledge about the foreign markets.
