MK364 INTERNATIONAL ADVERTISING INTERNATIONAL ENVIRONMENT AND CHANGE: Background Background Includes...

MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING

INTERNATIONAL INTERNATIONAL ENVIRONMENT AND ENVIRONMENT AND CHANGE:CHANGE:•BackgroundBackground•Includes the Includes the standardisation standardisation /adaptation debate/adaptation debate


INTERNATIONAL INTERNATIONAL ENVIRONMENT AND ENVIRONMENT AND CHANGE: NEW WORLD CHANGE: NEW WORLD ORDERORDER•Triad – Japan, USA, Triad – Japan, USA, EuropeEurope•The Chinese The Chinese CommonwealthCommonwealth•Asia – Japan and Pacific Asia – Japan and Pacific RimRim•So-called 3So-called 3rdrd world and world and the NICsthe NICs


ENVIRONMENT AND ENVIRONMENT AND CHANGE: NATIONALISM CHANGE: NATIONALISM AND AND INTERNATIONALISM INTERNATIONALISM (HISTORY OF WORLD (HISTORY OF WORLD TRADE)TRADE)•IncomeIncome•Post 1945Post 1945•GATT/WTOGATT/WTO•‘‘WORLD PEACE’WORLD PEACE’


ENVIRONMENT AND ENVIRONMENT AND CHANGE: NATIONALISM CHANGE: NATIONALISM AND INTERNATIONALISM AND INTERNATIONALISM (HISTORY OF WORLD (HISTORY OF WORLD TRADE)TRADE)•National economic National economic growthgrowth•CommunicationsCommunications•Global enterprise and Global enterprise and international brandsinternational brands•The rise of the MNCThe rise of the MNC


ENVIRONMENT AND ENVIRONMENT AND CHANGE: NATIONALISM CHANGE: NATIONALISM AND INTERNATIONALISM AND INTERNATIONALISM (HISTORY OF WORLD (HISTORY OF WORLD TRADE)TRADE)•Development of mass Development of mass marketsmarkets•InfrastructureInfrastructure•Production economiesProduction economies•The rise of Nationalism The rise of Nationalism and Protectionismand Protectionism


ENVIRONMENT AND ENVIRONMENT AND CHANGE: CHANGE: COMPETITION AND COMPETITION AND EXPANSION IN WORLD EXPANSION IN WORLD INDUSTRY – GLOBAL INDUSTRY – GLOBAL ECONOMIC INTEGRATIONECONOMIC INTEGRATION

•DRIVING FORCESDRIVING FORCES

•RESTRAINING FORCESRESTRAINING FORCES


ENVIRONMENT AND CHANGE: ENVIRONMENT AND CHANGE: STANDARDISATION/STANDARDISATION/ADAPTATIONADAPTATION•1950s – adaptation1950s – adaptation•1960s – more moderate1960s – more moderate•1970s – move toward 1970s – move toward money/time savings via money/time savings via standardisationstandardisation•1980s – standardisation1980s – standardisation•1990s – move toward 1990s – move toward adaptation or ‘Glocal’adaptation or ‘Glocal’ (Agrawal article)(Agrawal article)


ENVIRONMENT AND ENVIRONMENT AND CHANGE: CHANGE:

STANDARDISATION/STANDARDISATION/ADAPTATION - De Mooij’s ADAPTATION - De Mooij’s 8 basic conditions for 8 basic conditions for standardisation:standardisation:

1.1.Consistent marketing Consistent marketing objectives objectives

2.2.Brand must evoke same Brand must evoke same emotionsemotions

3.3.Transnational target group Transnational target group for media selectionfor media selection



STANDARDISATION/STANDARDISATION/ADAPTATION - De Mooij’s ADAPTATION - De Mooij’s 8 basic conditions for 8 basic conditions for standardisation:standardisation:

4. PLC4. PLC5. Mega Brand5. Mega Brand6. Travel6. Travel7. More than economic 7. More than economic developmentdevelopment

8. Style8. Style



STANDARDISATION/STANDARDISATION/ADAPTATION – PROBLEMS ADAPTATION – PROBLEMS WITH STANDARDISATIONWITH STANDARDISATION•DisputesDisputes•Priorities given to larger Priorities given to larger marketsmarkets•Bland creative strategyBland creative strategy



STANDARDISATION/STANDARDISATION/ADAPTATION – PROBLEMS ADAPTATION – PROBLEMS WITH STANDARDISATIONWITH STANDARDISATION•Targets importantTargets important•Increased fragmentationIncreased fragmentation•Things are not as Things are not as standardised as some standardised as some argueargue



INTERNATIONAL INTERNATIONAL ADVERTISING DEFINEDADVERTISING DEFINED

‘‘The formulation of The formulation of communications vision, communications vision, intent and strategy and intent and strategy and the implementation of a the implementation of a communications plan….in communications plan….in more than one country in more than one country in several parts of the world’several parts of the world’

De De Mooij/IAAMooij/IAA



KEY ISSUESKEY ISSUES•SpendSpend•Physical and Physical and psychological needspsychological needs•importance of the importance of the environmentenvironment•the integrated marketing the integrated marketing communications processcommunications process



KEY ISSUESKEY ISSUES•cultural cultural sensitivity/differencessensitivity/differences•Media has changed Media has changed drasticallydrastically•Brands are a company’s Brands are a company’s most enduring assetmost enduring asset•agency changesagency changes



KEY ISSUESKEY ISSUES•World has politically, World has politically, geographicallygeographically•Big does not mean Big does not mean successsuccess•Standardisation/Standardisation/adaptationadaptation

‘‘think global, act local’think global, act local’



•DAVOSDAVOS

•‘‘WASHES WHITER’WASHES WHITER’

ANY QUESTIONS?ANY QUESTIONS?

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