Global Advertising
1. How do you define global advertising? What are the key characteristics of global advertising? 2. What is glocalized advertising? Give an example about a glocalized ad. 3. What are the reasons for advertisers to decide to take a global, glocalized and localized approach in global markets? 4. What are the potential benefits and challenges facing advertisers who conduct global advertising? 5. Use Chinese advertising as an example to explain how global advertising works and the challenges that companies face when they move from national branding to global branding. You are expected to discuss theories of cultural globalization as well as specific advertising practices in the country of your choice. You can discuss both successful and controversial advertising campaigns.
