GLOBAL ADVERTISING. Top Global Advertisers Top Global Advertising Agencies.
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Transcript of GLOBAL ADVERTISING. Top Global Advertisers Top Global Advertising Agencies.
GLOBAL ADVERTISING
Top Global Advertisers
Top Global Advertising Agencies
• To coordinate with the global advertiser in terms of final message creation & media selection
• To effectively construct a media schedule for the various local markets within its global network
• To communicate the global advertisements effectively into various smaller local markets
• To account for across-country variability in financial arrangements & payments
The Global Ad Agency Job
GLOBAL ADVERTISING – media advertising that is more or less uniform across many countries, often, but
not necessarily in media vehicles with global reach
Global Advertising Defined
ADVANTAGES
DISADVANTAGES
• CONSISTENCY OF BRAND COMMUNICATIONS• MEDIA SPILLOVER• COST SAVINGS• IMPROVED PRODUCTION• LEVERAGING A GREAT IDEA
• IMAGES AND SYMBOLS MIGHT NOT BE LOCALLY ACCEPTABLE • APPROPRIATE MEDIA MIGHT NOT BE AVAILABLE• PRODUCT USAGE IS NOT THE SAME• LOCAL CREATIVITY IS STIFLED
Pros and Cons of Global Advertising
SUPPLY SIDE
1) GLOBAL AD AGENCIES
2) GLOBAL MEDIA
DEMAND SIDE
3) GLOBAL CUSTOMERS
4) PREFERENCE CONVERGENCE
5) GLOBAL COMPETITORS
Drivers of Global Advertising
1. STRATEGY – Global ads involve products &services that are positioned similarly across markets, wherein the product’s appeal is consistent
2. ORGANIZATION – global ads are typically directed from headquarters with the help of advertising agencies with a global network
3. MEDIA – with global reach are used, creating spillover that crosses borders to reach customers in different countries & follows traveling customers around the globe
4. MESSAGE & CREATIVE – copy & visualization may be uniform across markets, uniformity decreases based on how different each local market is from another
Four Components of Global Advertising
• IDENTICAL ADS – ads are identical, usually with localization only in terms of language voice-over changes & simple copy translations (e.g. the Marlboro cowboy ads)
• PROTOTYPE ADVERTISING – the same ads, but the voice-over may be changed to avoid language & cultural problems, & the ad may be re-shot with local celebrities (e.g. Drakkar Noir)
• PATTERN STANDARDIZATION – similar but less structured global approach, wherein the positioning theme is unified & some alternative creative concepts are planned, but execution differs between markets (e.g. Xerox)
Global Ad Categories
• Brand Name same
• Theme same
• Visual same
• Positioning same
• Actors same
• Words same
• Language (local)
• Media same
• Materials same
• Slogan same
• Brand Name same
• Theme same
• Visual same
• Positioning same
• Actors not same
• Words not same
• Language (local)
• Media not same
• Materials not all same
• Slogan same
PROTOTYPE ADVERTISING PATTERN STANDARDIZATION
Global Ads: Same everywhere?
WEB ADS are those boxed inserts on the screen that appear as you surf the web. They are interactive in the sense that you can click on them to get more
information about the product/service.
Types of Web ads:
• Banner ads – most common, measured in pixels
• Tickers – banner ads that move across the screen
• Interstitial ads – ads that flash while a request is being handled, filling up idle loading time.
• Pop-up ads – ads that appear once a site has been loaded prior to webpage access
• Transactional ads – let you order/request something without leaving the current webpage
• Roadblocks – full screen ads that users must pass through to get to other screens
• Rich media ads – the web version of a TV commercial, with audio and motion
Web Ads Are Naturally Global
Producer/marketer/advertiser
Sets objectives and advertising budget
Mass Media
Carriesthemessage
Advertisingagency
Developsmessage(encoding)and selectsmedia
Opinionleaders,individuals
Receive themessage andinterpret(decoding)
Individuals
Think, feeland act(hierarchyof effects)
Coordinationandcontrol
Generatefeedbackon effects
Sender’s cultural setting Receiver’s cultural setting
The International Mass Communication Process
VISUAL PROCESSING
Low literacy
Younger Segments
Low Involvement products
High context societies
VERBAL PROCESSING
High Literacy
Older segments
High involvement products
Low context societies
TV commercials Magazines Newspapers Radio Ads
Cultures and Visual vs Verbal Processing
ADVERTISING EXPOSURE
AWARENESS
KNOWLEDGE
LIKING/ATTITUDE
PREFERENCE
TRIAL
REPEAT PURCHASE/LOYALTY
The Hierarchy of Effects
AWARENESS
KNOWLEDGE
ATTITUDE CHANGE & IMAGE BUILDING
INFLUENCE BEHAVIOR
TV, Radio
Words (spoken/written), Print, TV/Radio
TV, Magazines, Cinema, Outdoor Ads
Media must be timely, newspapers, TV
Matching Ad Objectives and Media
Global Advertising is Most Powerful When…
• the image communicated can be identical across countries
• the symbols used carry the same meaning across countries
• the product features desired are the same
• the usage conditions are similar across markets
Goodyear’s Latin-Am. Campaign Planning
CAUCHOS
CUBIERTAS
GOMAS
LLANTAS
NEUMATICOS
Venezuela
Argentina
Puerto Rico
Mexico, Peru, Guatemala, Colombia
Chile
What to say Where to say it
Global Tire Ads: Language pitfalls
How do you say “tire” in Latin America’s Spanish?
1. By focusing on regions, it may be possible to reap the scale benefits & cost efficiencies of global advertising without sacrificing too much on the side of local adaptation.
2. The early involvement of country subsidiaries & agency professionals not only facilitates later acceptance of unified themes but also helps broaden the sources of powerful campaign concepts.
3. The process by which pattern standardization is arrived at needs to allow open & free exchange.
4. Even when the company has operated for years in a market, research is still necessary, especially when conditions are changing.
Goodyear: Lessons for Global Advertisers
As the affluence of countries grows, new products/services appear, & customers need more information.
Advertising becomes more important and advertising expenditures as a percentage of GDP increase.
Takeaway
As markets integrate, global communications expand, & customers become more similar, pan-regional advertising campaigns will become increasingly cost-efficient & more
effective than multi-domestic advertising.
Takeaway
Instead of complete uniformity, global advertising tends to follow a pattern standardization approach with unified slogan,
visualization, & image but with local execution in terms of language, spokespersons, & copy.
This helps avoid the pitfalls of standardized & translated messages.
Takeaway
The global advertising agency is often at an advantage over local rivals when it comes to global /regional advertising.
But independent local advertising agencies have combined with others to form multinational networks & can sometimes
offer stronger local talent.
Takeaway
Developing a global campaign takes time, effort, & planning. The process should involve headquarters and ad agency
managers & local representatives whose knowledge will help formulate the global communication strategy.
Takeaway