Write a paper (750-1,000 words) that compares and contrasts the domestic and overseas advertising strategies of a multinational corporation. The evaluation should consider differentiation in content, message and delivery; the universal appeal of the advertising campaign; and the effectiveness across cultures.
Find an example of a company or brand that is using a global advertising campaign. Does this company or brand fit in one of the five categories discussed on page 656 of the textbook regarding when globalization might be appropriate? Evaluate the global advertising campaign being used for this company/brand. Do you think it is appropriate to use a global campaign or could the advertising message be improved by adapting it for specific regions or countries?
The paper must be supported by appropriately cited research.
Prepare this assignment according to the APA guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is required, and is not part of the overall word count.
This assignment uses a grading rubric. Instructors will be using the rubric to grade the assignment; therefore, students should review the rubric prior to beginning the assignment to become familiar with the assignment criteria and expectations for successful completion of the assignment.