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Global Advertising

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

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Global Advertising

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  1. Global Advertising Chapter 14 Global Marketing

  2. 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

  3. 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

  4. 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) 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) Top 10 Global Advertising Agency Brands Keegan and Green, Chapter 14

  5. Creating Global Advertising The Message is the of Advertising • Creative strategy • Big idea • Advertising appeal • Rational approach • Emotional approach • Selling proposition • Creative execution • Art & Copy Keegan and Green, Chapter 14

  6. 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

  7. Global Media Expenditures Keegan and Green, Chapter 14

  8. 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

  9. 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

  10. Negative Publicity Examples • Ford and Bridgestone/Firestone • Coca-Cola • Nike • McDonald’s Keegan and Green, Chapter 14

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