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1. Introduction
2. About the lecturer
3. Advertising: a tricky term
4. What is globalization?
5. A brief look at the history of globalization
6. The circle is now complete
7. Is globalization actually "westernization"?
8. The turn of globalization
9. The changing face of globalization
10. What makes new global companies successful?
11. "Networking" and "network orchestration"
12. Networking - examples
13. "Insecurity kills complacency"
14. New platform of globalization
15. Global advertising is still a mystery
16. Definition of global advertising
17. Global ad examples from 1920-30
18. A local adaptation of a global brand
19. Global advertising since 1950s
20. Different approaches to international advertising
21. Practitioners' changing views and some whys
22. After 1980s: less US dominated
23. Global advertising in Asia Pacific
24. Global advertising in Central and Eastern Europe
25. The advantages of global advertising
26. Problems in global advertising - example
27. Disadvantages of global advertising
28. Product groups inclined for global advertising
29. Consumer types inclined for global advertising
30. International Dove campaign on beauty
31. Absolut Vodka's global campaign: "places"
32. "Value paradox" and global advertising
33. What is culture?
34. Culture as an iceberg
35. Hofstede's work on culture
36. National variations in cultural characteristics
37. Non-verbal and verbal communication in culture
38. Differences between U.S. and British English
39. Examples on how culture could be a bottleneck
40. How global advertising and culture are related?
41. "Cultural deterritorialization"
42. Global advertising in the Middle East
43. An example of "cultural deterritorialization"
44. Turkish TV series in the Middle East
45. The new era: global deterritorialization?
46. Change is the key word
47. The world has changed, we must change with it
48. Thank you
49. References

Topics Covered

• How globalization and global advertising are intertwined
• Brief look at the history of globalization
• The changing face of globalization
• Importance of networking in globalization
• The definition of global advertising
• How global advertising has evolved
• Advantages and disadvantages of global advertising
• The future of global advertising
• Value Paradox: culture and the global advertising link
• Cultural deterritorialization and its effects on global advertising
• Global advertising in the Middle East

Links

Series:

• Exporting, International and Global Marketing Management

Categories:

• Global Business Management
• Marketing & Sales

Talk Citation

Publication History

• Published on November 30, 2009
• Archived on May 28, 2025