global advertising 03
TRANSCRIPT
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Group 1
Section - E
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- William Roedy
Director, MTV Europe
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Public Relations
Personal Selling
Advertising
Sales Promotion
Direct Marketing
Trade Shows
Sponsorship Media
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Communication is the process of sendingand receiving messages with attachedmeaning and can be both verbal andnon-verbal. In this Information Age we
live in, increasing efforts are being madeto maximize the efficiency andeffectiveness of information transfer:communication.
Elements of communication source idea encoding decoding understanding feedback
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Advertising any sponsored, paid message
placed in a mass medium.
Global Advertising use of art, copy,
photographs, stories and video segments inmultiple country markets.
Advertising is designed to add psychological
value to a product or brand, it plays a more
important role in marketing consumerproducts than industrial products.
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Transforming a domestic campaign into
worldwide one gives a critical advantage.
Creating an effective global campaign gives
an edge. Creative process forces to determine the
whether a product has a global market.
The first company to find a global market is
always at an advantage.
It leads to a coherent global strategy.
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Extension Adaptation
Proponents of one
world, one voice
Tastes & preferences
are convergingworldwide.
People everywhere
want the same products
for same reasons.
Companies can achieveeconomies of scale.
Some companies assert
consumers differ from
country to country.
Advertises should betailored.
Cause of blunders is
that advertisers fail to
understand & adapt to
foreign cultures. Adaptation is costly.
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Message may not get through to the intended
recipient. Ex- Television
Message may reach but may not be
understood or be misunderstood.Ex. Pepsi-come alive
Message may be understood but did not
result in any action by the recipient.Ex.
Airtel Message may be impaired by noise. Noise,
here, is an external influence like
competitive advertising, confusion etc.
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It is an issue that companies face in deciding
To hire local advertising agency
To hire international advertising agency.
It depends from company to company.
Today, however tendency of western clients
using global agencies is growing but some
companies like Japanese are less inclined to
use this approach.
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Chanel, Benetton and Diesel rely on in house
marketing.
Coca cola has its own agency, Edge Creative,
also uses services of outside agencies such asLeo Burnett.
Local agencies in each national market are
also used.
Agencies with both domestic and overseasoffices also work.
Coca cola, Levi Strauss and Polaroid use local
agencies.
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Art Direction :
Concerned with visual presentation the body
language of print and broadcast advertising.
Some forms are universally understood.Ex- Revlon, uses French producer developing the
commercial in 2 languages.
Ex- PepsiCo uses 4 basic commercials to
communicate.
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Copy:
Means translating copy or written text of an
advertisement.
Should be short and avoid slang and idioms.
Should use more pictures and illustrations.
Ex- Japanese & Europeans Ads are purely
visual, conveying a specific message &
invoking the company name.
Literacy rates discourage use of print.
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Cultural Consideration:
Knowledge of cultural diversity, especially
the symbolism associated with cultural traits
is essential. Use of colors and man-woman relationship
can be stumbling blocks.
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In order to develop appropriate advertising
appeals, Effective Mediamust be selected toreach consumers.
Although markets are becoming increasinglysimilar in industrial countries media situation
still vary to a great extent.
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Availability of -
Television
Newspapers
Other forms of electronic and print media
Rapid increase of internet users.
Circulation of newspaper per capita cover a
wide range in different countries-
Japan-2, US-4, Latin America-10-20, Nigeria andSweden-200.
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High media availability also leads to limited use
as an advertising vehicle.
In Europe, Sweden, Denmark, Norway, television
advertising either does not exist or is verylimited.
Time allowed varies from 12 minutes in Finland
to 80 in Italy.
In Saudi Arabia, all advertising is subject to
censorship, regulations prohibit a long list.
Regulations concerning content of commercial
vary, there are waiting period of up to 2 years
for obtaining broadcast time. Ex - Germany
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