advertising sans frontiers

8/7/2019 Advertising Sans frontiers

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Advertising sans frontiers..

Communicating to a globalised world «.

BRV Sabu Mangalasserril @ RLV College



´Globalization required us toreinvent everything - to think of

ourselves as compared to others was the most important thing among them«µ



Why do companies go global?



Reasons are varied«..

Internal markets saturated

Unfavorable marketingenvironment-litigation, oppositionetc

Small European nations

Dearth of talent and man power.



Globalization has changed us into acompany that searches the world, not

just to sell or to source, but to findintellectual capital - the world's best talents and greatest ideas.

Jack W elch #



Factors«



Economic environment

Stage of economic development

Infrastructure

Standard of living Per capita income

Distribution of wealth

Exchange rates



Cultural environment

Language

Lifest y lesV alues

Norms and customs

Ethics and moral standardsTaboos



Demographic environment

Size and population

Number of house holds

Size of house holds

Age distribution

Occupation distribution

Educational levels

Emplo y ment rates

Income levels



P

olitical/legal environmentGovt policies

Laws and regulations

Political stabilit y

Nationalism

Attitude to MNC¶s



Global Advertising

Advertising is an y sponsored, paidmessage that is communicated in a non-personal wa y ±Single countr y

±R egional±Global

Global advertising is the use of the same

advertising appeals, messages, art, cop y ,photographs, stories, and videosegments in multiple countr y markets



Standardization vs. Adaptation

Primar y Question

±Must the specific advertising message

and media strateg y be changed fromregion to region or countr y to countr y ?




Four difficulties that compromise anorganization¶s communication efforts±The message ma y not get through to the intended

recipient.

±The message ma y reach the target audience butma y not be understood or ma y even bemisunderstood.

±The message ma y reach the target audience andma y be understood but still ma y not induce therecipient to take the action desired b y the sender.

±The effectiveness of the message can be impaired

b y noise.




³ E ighteen-year olds in Paris have morein common with 18-year-olds in New

York than with their own parents. They

buy the same products, go to the samemovies, listen to the same music, sip thesame colas. Global advertising merely

works on that premise.´

- W illiam R oed y , Director, MTV Europe



Advertising Agencies: Organizations andBrands

±Umbrella corporations/holding companieshave one or more µcore¶ advertising agencies

±Each µorganization¶ has unites specializing in

direct marketing, marketing services, publicrelations, or research

Individual agencies are considered brands

±Full service brands create advertising, andprovide services such as market research,media bu y ing, and direct marketing



How do agencies and clients

manage??



Creating Global Advertising

Creative strateg y

Big idea

Advertising appeal±R ational approach

±Emotional approach

Selling proposition

Creative execution± Art & Cop y



What y ou sa y ?.... it varies from cultureto culture..

Indirect rather than direct forms of expression arepreferred in the messages in some cultures.

There is often little relationship between ad contentand the advertised product in some places

Onl y brief dialogue or narration is used in televisioncommercials, with minimal explanator y content Humor used to create a bond of mutual feelings Famous celebrities appear as close acquaintances or

ever y da y people Priorit y is placed on compan y trust rather thanproduct qualit y

The product name is impressed on the viewer with short, 15-second commercials



Cultural Considerations



In Saudi Arabia

Use of comparative advertising claims isprohibited

Non-censored films cannot be advertised

W omen ma y onl y appear in thosecommercials that relate to famil y affairs,and their appearance must be in a decentmanner that ensures feminine dignit y

W omen must wear a long suitable dress w hich full y covers her bod y except face andpalms



In other words, three options that ad

makers use here«



1.C

onsolidation/ centralisationCentralise all Advertising «!



Some concepts are universal ..!



2.Decentralisation



3. Combination

An approach w here both the abovestrategies are used as the case demands«



V isual esperanto



«««. And the cultural shift??



And finall y «!!!!!

this happens onl y in India««.

advertising sans frontiers

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