What is the Pan-European advertising strategy?
Due to the broader media exposure, multiple advertising messages and brand names of the same product have developed.
In order to avoid confusion, standardisation across markets is being conducted (eg. Twix, formerly known as both Twix and 'Raider')
The Pan-European promotional strategy:
1. Identifying a market segment across all European countries
2. Designing a promotional concept appealing to market-segment similarities (i.e. like for a 'global strategy', but for Europe - while understanding that Europe is not a very homogenous market)
Learn More :
International Promotion and Advertising
- What is comparative advertising?
- What is local responsiveness?
- What are the steps of the communications process and how can cultural differences affect the final message received?
- How can the communications process help an international marketer avoid problems in international advertising?
- What is sales promotion and how is it used in international marketing?
- What are the reasons for pattern advertising?
- What special media problems confront the international advertiser?
- How can advertisers overcome the problem of low literacy in their markets?
- Can advertising be standardized for all countries?
- What are some of the major challenges confronting an international advertiser?
- How can a company use a satellite TV and deal effectively with languages, different cultures and different legal systems?
- What is the difference between advertising strategy when a company follows a multi domestic strategy rather than a global market strategy?