Local vs. Global Advertising: Should we standardize ads across all cultures?

Clemens Market vs. Acme

The local and national campaigns tend to differ from one another in many ways. The ways these advertisements differ from one another is because when advertising locally the marketing concept would focus on the needs of the consumers in that community and what their wants and desires are. The local consumer is the main focus of the ad. In the national ads, the marketing strategy is more of a marketing communication mix. As defined in the text, the advertisers use marketing communication activities like personal selling, sale promotion, advertising, marketing public relations etc. The national campaign tends to focus on a much larger demographic than a local campaign would. The local campaigns are more personable.

Clemens Market is a market who was started by Mennonites in the 1970’s to my understanding and they set out to have their own food which they grew and began to sell in the market. It was more of a family business and they wanted to sell their food to their people. It wasn’t really meant to be exclusive but it began small in their community and has expanded over time. The three parts of the marketing plan are objectives, segmenting and targeting, and differentiation and positioning. The objectives were to serve the community, segmenting and targeting were the people in the community, and the differentiation and positioning are the local consumers and how they view the market.



Acme on the other hand is a national grocery store that reaches out to everyone. Its strategy consists of a slogan stating Acme is essential in helping make your life easier. It discusses in the ad an enhanced shopping experience, how you are able to shop online, and shows competitive pricing. This is more of a global or national if you will, campaign. The market has chosen to reach out to many different people not just locally but across America. Their objective is to reach people from a wider standpoint. They offer more benefits to consumers for shopping experience. They’re targeting everyone essentially and trying to make their product fit the global shopper.

http://www2.fi.edu/tut/images/acme.gif

Criticism: Not specified for family consumers and that it is a family environment.