Global Advertising

Global AdvertisingBy Coral & AshleyWhat is Global Advertising?Global Advertising is marketing on a worldwide scale.Companies take commercial advantage of global operational differences and similarities.

Examples of Global Advertising

McDonaldsCoca-ColaHeinzCelebrity EndorsementThis is when a celebrity is featured in advertising and therefore promotes a product, this can have a good or bad affect depending on the celebrity and the product associated with him/her.E.g. Gillette use several Famous sport personality's to endorse their razorblades. Celebrity EndorsementWhen advertising, companies are careful when associating a person with a product. They often research who their target audience can relate to before using a particular celebrityFor example Katie Price wouldnt be used to advertise classic Chanel products, because she is seemed as cheap by many members of the public.Nike and Celebrity EndorsementNike have various campaigns around the world but often have a similar theme, such as the TV campaign showing several football stars using and wearing their products. Nike are a good example of choosing the correct celebrity to fit the audience that the advert is aiming at.They often use players that have a worldwide status to advertise in their global campaigns that stretch to America and the East.Rooney, Messi and C. RonaldoNike spent millions working on a TV campaign involving the above names. This campaign featured on television screens around the world and became a viral hit.This advert was very successful partly down to their use of big stars.Wayne Rooney is also a common theme in UK ads, as is Kaka in Brazilian ads etc.EvaluationThe McDonalds and the Coca-Cola adverts worked effectively because they used logos throughout the time of advertising and repeatedly showed it to audiences around the world.The Heinz advert was perhaps not as effective, partly due to lack of funds in America which lead to a smaller advertising campaigns over there. They also didnt use a reoccurring logo, which could have had an effect.