Slide 10 of 18
Notes:
Advertising has taken a global perspective as brands are world-wide entities.
This is complicated because the brand positioning must be defined within the
context of the society and culture in which the brand is sold. Global brands like
Nike and Coca-cola have been effective in reducing their message to a simple
communication sound byte (e.g. Coke is it) or simply an attitude about the
product (e.g. Nike...just do it).
Like brand contacts, this has led to a blurring of boundaries as advertising,
marketing, and public relations have become "integrated marketing communication"
to optimize the effect of promotional dollars.