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Grand Canyon University *

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415

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Marketing

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Nov 24, 2024

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How would the planning of a promotional program differ for a global brand vs. a regional or local brand? Provide an example. Planning a promotional program for a global brand involves accounting for diverse cultural nuances, market variations, and consumer behaviors across different regions. A global brand might focus on overarching brand messages that can be adapted and localized to resonate with various audiences worldwide. Contrastingly, a regional or local brand's promotional program might concentrate on hyper-targeted strategies tailored to specific demographics or localized preferences within a particular region, aiming for a deeper connection with a smaller, more concentrated consumer base. For instance, a global beverage company like Coca-Cola might emphasize universal themes of happiness and togetherness in its global campaigns, while a local craft brewery may focus on community-driven events and personalized engagement to appeal to a niche audience within a specific town or city. Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective (11th ed.). McGraw-Hill/Irwin. ISBN-13: 9781259548147
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