By Stanley Rubenti
Career Colleges Columnist
American advertising students have had it pretty easy up until now. Since US
consumers represent a substantial portion of the global market, advertising has
only had to focus on the needs of a relatively small and isolated population.
But news from the financial world signals a growing trend in global consumer
spending. Last year (2006), China attracted a record-breaking $63 billion in
FDI (foreign direct investments). China's rapidly growing middle class might
eventually eclipse the 300 million Americans who have helped dictate the needs
and wants
of the advertising industry thus far.
What Does This News Mean for You and Other Advertising Students?
Although America is still one of the strongest and most consumer-driving economies
in the world, it's
important that your advertising education doesn't ignore the 6 billion other
consumers in the world. Countries like India, China, Korea, and Japan are just
as hungry
for new gadgets, convenient services, high-speed entertainment, and luxury items.
And as you’ll probably soon discover (one way or another), advertising to these
different markets requires a slightly different set of skills and tools. This
is especially true if you ever pursue online advertising and direct Internet
marketing. Find an advertising
degree program that prepares you to succeed in a truly global market.
Online Advertising in a Global Marketplace
Online advertising is a branch of marketing that brings its own headaches and
woes. To top it off, many consumers out there don't shop in English. While words
like sale, free, discounted, and liquidate might prompt most Americans to pull
out their wallets, Chinese or Korean consumers are probably more comfortable
with words written in their native languages. And banner ads or Web copy that
makes use of strong blues or yellows in one country might not be as effective
in regions of the world where reds and greens are more enticing. In other words,
online advertising can be a cost-effective way of getting the word out, but only
if you fully understand the market(s) that you're serving.
Expanding Your Advertising Education
Traditional coursework that focuses on consumer psychology, online advertising,
and strong Web copy are all extremely important in today's flattened world, but
it pays to research
advertising degree programs that can also provide you with a firm grounding
in international relations, cultural sensitivity, foreign languages, and related
issues. The more versatile your education, the more versatile you will be as
an advertising professional.
Source:
Reuters
About the Author
A freelance writer, Stanley Rubenti currently lives in Bangkok where he writes columns for a variety of publications. Stanley holds a B.A. in history.
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