Global Promotional Strategies
On my recent holiday in Sri Lanka I witnessed repetitive advertisements for "Lafarge" on television during evening/dinner prime-time soap operas. Would this be an example of a global corporation taking advantage of the benefits of television advertising in developing countries which include: highly believable advertising medium, comparatively low production/airing costs , increased point-of-purchase recognition through sponsoring popular shows?
Cement is not commonly a television advertiser in Canada from my experience. But it made complete sense in Sri Lanka as construction in developing countries is often owner-built without contractors. Would this be an example of modification of promotional strategies and would Lafarge mostly be targeting contractor association newsletters and magazines in Canada for their advertising or has Canadian television advertising become saturated by cement manufacturers lately?
"Lafarge"
"Lafarge India TV Spot"
Canadian SME International Trade and Marketing - writings upon readings and continued curiousity in the realms of cross cultural business. Some of my opinions are not my own, but I would fancy to say nearly all of them should be credited to the various authors. Deming disciple. I stubbornly persist.
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