This whole topic of the approach to researching advertising for an international brand is too complicated to do more than hint at the framework within which it is necessary to work. I hope that some of the more salient points will come alive by looking at visual examples. Just as there are many occasions when an international approach should not be attempted, the main situation which will lead to building an international brand is a strong centralised organisation rather than many separate points responsible for advertising and marketing policy. Such an organisation will constantly build standards for research, based upon the best local talent and continually checking that the commercial objectives are being met so that the brand does not become rigid.
Simultaneously with the increase of international economic operations - as well capital- as product- transactions - there is a growing interest in different aspects of international marketing. In many fields however, the evolution of the international marketing theory has not kept pace with the complex international expansion and activities of many firms. As a matter of fact, both American and European enterprises are now strongly dependent on foreign markets. In most cases however there is - in spite of this extreme internationalisation - no proper global international marketing strategy. In this article an attempt will be made to elaborate an alternative strategy, founded on four basic principles.
The package is the last message transmitted to the consumer before he makes his decision to buy or not to buy. But is the message always understood? Many things have changed in the last few years. Products, packaging techniques, the environment of the package. The consumer. Has the message-package followed? This is not certain. And how should packaging develop to keep up with the new changes which can already be foreseen?
The concept of marketing research is essentially dynamic and the need for its application arises primarily because of the changing socio-economic patterns and life-styles. It would be timely to review the extent to which marketing research, as an aid to decision making and in its wider implications in terms of interaction with society and consumers, is geared to keep pace with changing times. Is marketing research a mirror of the society, its reflection or mere shadow? A noticeable feature of the changing context in which marketing research operates is a realisation of the existence of shortages in the industrialised countries, a feature normally associated with less developed nations. Marketing research has, however, been orientated to promoting consumption in a competitive environment. It might, however, have something to offer to the investor, the economic planner, and the policy maker, in either situation.