Global advertising has
developed in terms of
Production:
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From technology, as many years ago when
something was made it took ages to produce
as they did not have internet access etc.
Everything was mostly printed or just a camera
videoing . For example - the admiral cigarette
advert , there is a man rolling the printed
advertisement, whereas today you have text
on adverts and voice over’s rather than a man
rolling the print.
Global advertising in terms of distribution is
better today than many years ago as the
different media they had was posters
,billboards, tv adverts wheras today we have
fast internet access where there are ads on
side of pages, pop ups also on videos on
youtube they have advertisements, we have
TV which always has different adverts although
a disadvantage of on demand tv people can
skip and fast forward adverts.
Nike is a international global product. Although it
advertises to different countries some of its
advertisements are aimed at individual countries such as
this Wayne Rooney billboard advert. As he is an icon
from the England football team, it shows its advertised at
English people.
Nike, who have been outgunned by Adidas in the
marketing stakes so far at this years World Cup, have
displayed the image on a huge billboard on the M4
motorway in England. It is set to cause controversy as it
depicts footballer Rooney, arms stretched wide, as if he
were adorned on a crucifix. The image goes further by
emulating blood on Rooney’s face and body in the shape
of a cross, a St Georges cross.
 Nike are unable to advertise within any of the World Cup
football stadiums, as Adidas are the official sponsors.
Adidas also sponsor the match balls and the referees kits.
Therefore Nike have to rely on other ways to market their
sportswear and football boots.
 Nike know this poster will cause controversy and gain press
coverage, that’s why they decided to “just do it”.
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An example of a Nike global
advertising campaign:
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The international company
uses different advertising
techniques to appeal to
different countries. They
reflect cultures in their
advertisements to appeal
to the wide target
audience. This ad has
been designed for china
as the artwork reflects this
whilst promoting the brand
and icons the Cleveland
basketball team.
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Reebok is a globally advertised in
western countries but advertises
differently for different countries. For
example, England is known for its beer
drinking men so Reebok has a advert
filmed in the streets of England and it
say’s at the end of advert “lose the beer
belly” so its specifically aimed at a male
English audience.
According to the
latest research
conducted by
InMobi, the world's
largest independent
mobile advertising
network, Nokia's
phone operating
system has captured
almost 50% of the
global mobile
advertising market,
more than its overall
industry market share
and ahead of Apple.
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Nokia launched a global ad campaign in
October 2008 involving more than 3,000 pieces
of content, from Facebook posts and text
messages to TV ads, giving the public the
chance to follow in real-time the mobile-centric
lives of three twenty-somethings.
The concept behind the campaign was that in
a digital age a mobile phone can provide a
window into someone's entire life.
- mobiles are an essential part of the modern
world, and Nokia, through global ads like this,
has become the most well known international
brand.
Radio 1 DJ Zane Lowe fronts Smirnoff's UK ad campaign as part of
mission to find best nightlife experiences around the world:
It is thought to be the
biggest international
marketing push ever
launched by Smirnoff
owner Diageo, which
owns global brands such
as Guinness, Johnnie
Walker and Baileys, and
includes a global tie-up
with MTV, nationwide
events and heavyweight
TV and multimedia
advertising.
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The Smirnoff ‘BE THERE’ ads
are shown on television, in
cinemas, and through viral
marketing.
The campaign kicks off this
week with TV advertising
calling on consumers around
the world to visit a Smirnoff
Facebook page to submit
ideas that sum up the best
night out from their country.
The Facebook page already
has over 2million followers,
from all around the world,
promoting the brand through
social networking.
To build wider publicity Smirnoff is
also launching a blogger
outreach programme and is
aiming to tap into mobiles with its
own channel Smirnoff.mob. The
tie-up with MTV will see on-air
and online coverage of each
stage of the project.
The 14 countries:
Great Britain, Brazil,
Australia, South
Africa, Lebanon,
Canada, Poland,
Thailand, Venezuela,
United States,
Argentina, Germany,
India and Ireland all
participating in the
exchange, which will
premiere
simultaneously on
November 27, 2010,
make Smirnoff a
huge example of
modern, global
advertising.
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