mccann-erickson euroforum conference 16 may 2003

McCANN-ERICKSONMcCANN-ERICKSON

Euroforum ConferenceEuroforum Conference

16 May 200316 May 2003


The „Past” of AdvertisingThe „Past” of Advertising

Advertising began its rapid development in a Advertising began its rapid development in a region where the following was declared:region where the following was declared:



„„Coca-Cola is one of the drugs of capitalism.”Coca-Cola is one of the drugs of capitalism.”

/Hungarian politician, /Hungarian politician, 1953/1953/



„„Advertising has no sense. It is good only as a Advertising has no sense. It is good only as a way for wealthy people to make themselves way for wealthy people to make themselves more wealthy.”more wealthy.”

/University professor, Dresden, 1971//University professor, Dresden, 1971/



„„I cannot guarantee on which day and on which I cannot guarantee on which day and on which page your press ad will be published. Besides, page your press ad will be published. Besides, I hate advertising.”I hate advertising.”

/Marketing Director of a Hungarian newspaper, /Marketing Director of a Hungarian newspaper, 1988/1988/



„„Whether you like it or not, we won’t change it. Whether you like it or not, we won’t change it. You have two choices, you either sign it today You have two choices, you either sign it today or you sign it tomorrow.”or you sign it tomorrow.”

/One of the responsible persons from Hungarian /One of the responsible persons from Hungarian Television, 1989/Television, 1989/



Despite the previously mentioned, there has Despite the previously mentioned, there has been incredible development in this region.been incredible development in this region.


QuestionsQuestions

Will all of Europe have a „one size fits all” type Will all of Europe have a „one size fits all” type of market?of market?

Brands, media channels, marketing Brands, media channels, marketing communications agencies, as well as clients, communications agencies, as well as clients, will be globalisewill be globalisedd, but how will this effect the , but how will this effect the consumer?consumer?


QuestionsQuestions

How will „europeanisation” have an affect on How will „europeanisation” have an affect on communication messages?communication messages?

What role will the „new members” of the What role will the „new members” of the European Union have on the European and the European Union have on the European and the worldwide marketing communication worldwide marketing communication platforms?platforms?


ProblemsProblems

ItemsItems Advertising AgenciesAdvertising AgenciesDifferent cultural frameworksDifferent cultural frameworks

a, Different languagesa, Different languages 4.164.16b, Cultural differencesb, Cultural differences 4.674.67c, Different attitudes towards advertisingc, Different attitudes towards advertising 3.363.36

Different distribution and trade habits and systemsDifferent distribution and trade habits and systemsa, Different product classification systemsa, Different product classification systems 2.772.77b, Local trading and/or distribution traditionsb, Local trading and/or distribution traditions 3.263.26c, Different product type customer preferencesc, Different product type customer preferences 3.343.34d, Different media buying habitsd, Different media buying habits 2.432.43(scale: 1 = not important, 5 = very important)(scale: 1 = not important, 5 = very important)Source: The Single Market and Tomorrow’s Europe)Source: The Single Market and Tomorrow’s Europe)


GlobalisationGlobalisation

Companies are becoming global.Companies are becoming global. Brands are becoming global.Brands are becoming global. Media is becoming global.Media is becoming global. Information is becoming global.Information is becoming global. Only the consumer doesn’t become global or Only the consumer doesn’t become global or

not everywhere in the same way.not everywhere in the same way.

mccann-erickson euroforum conference 16 may 2003

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