Introduction to Global Marketing

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Global Advertising
Chapter 14
Global Marketing
Global Advertising
• Advertising is any sponsored, paid message
that is communicated in a nonpersonal way
– Single country
– Regional
– Global
• Global advertising is the use of the same
advertising appeals, messages, art, copy,
photographs, stories, and video segments in
multiple country markets
Keegan and
Green, Chapter 14
2
Extension Vs. Adaptation
• Must the specific advertising message
and media strategy be changed from
region to region or country to country?
Keegan and
Green, Chapter 14
3
Top 10 Global Advertising
Agency Brands
• 1. Denstsu (Tokyo)
• 2. McCann-Erickson
Worldwide (New York)
• 3. BBDO Worldwide
(New York)
• 4. J. Walter Thompson Co.
(New York)
• 5. Euro RSCG Worldwide
(New York)
Keegan and
Green, Chapter 14
• 6. Grey Worldwide (New
York)
• 7. DDB Needham
Worldwide (New York)
• 8. Ogilvy & Mather
Worldwide (New York)
• 9. Publicis Worldwide
(Paris)
• 10. Leo Burnett Co.
(Chicago)
4
Creating Global Advertising
• Creative strategy
• Big idea
• Advertising appeal
The Message is
the
– Rational approach
– Emotional approach
• Selling proposition
• Creative execution
– Art & Copy
Keegan and
Green, Chapter 14
of Advertising
5
Global Choices
• Prepare new copy for foreign markets in
host country’s language
• Translate the original copy into target
language
• Leave some or all copy elements in home
country language
Keegan and
Green, Chapter 14
6
Global Media Expenditures
C o u n try
U n ited S tates
T o tal A d S p en d in g in
$ b illio n s (1 9 95 )
1 5 6 .8
Jap an
3 8 .9
G erm an y
1 8 .9
U n ited K in g d o m
1 5 .0
F ran ce
9 .4
S o u th K o rea
5 .7
Keegan and
Green, Chapter 14
7
Examples of Country Regulations in
Saudi Arabia
• Use of comparative advertising claims is
prohibited
• Noncensored films cannot be advertised
• Women may only appear in those commercials
that relate to family affairs, and their appearance
must be in a decent manner that ensures feminine
dignity
• Women must wear a long suitable dress which
fully covers her body except face and palms
Keegan and
Green, Chapter 14
8
Corporate Advertising
• Image advertising – enhances the public’s
perception of a company, creates goodwill,
or announces a major change
• Advocacy (issue) advertising – a company
presents its point of view on a particular
issue
Keegan and
Green, Chapter 14
9
Negative Publicity Examples
•
•
•
•
Ford and Bridgestone/Firestone
Coca-Cola
Nike
McDonald’s
Keegan and
Green, Chapter 14
10
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