Global Advertising
Global advertising differs to the others categories as it is cross cultural. In fact the ad or the message spread by the company is aiming to reach an international target, which means different cultures, languages, customs, values etc. These global ads are likely to be produced for international nonprofit organizations but also by big multinational corporations.
Journal Article:
Global advertising strategy: The moderating role of brand familiarity and execution style
Jae H. Pae, Saeed Samiee, Susan Tai, (2002) "Global advertising strategy: The moderating role of brand familiarity and execution style",
International Marketing Review, Vol. 19 Iss: 2, pp.176 - 189
Abstract:
The significant body of published work in global advertising literature focuses on the standardization and localization of the advertising campaign from a marketing strategy perspective without much concern regarding consumers’ response. Consumers generally prefer locally produced to foreign-sourced commercials, irrespective of brand origin; and they exhibit more favorable attitudes toward foreign-sourced, standardized commercials in situations involving greater brand familiarity and when execution style is transformational. Therefore, well-known brands with transformational appeals are more likely to succeed when transferred to the place they advertising, while localized advertising messages will be more effective when brand familiarity is low.
Analysis:
I do believe that consumers are more likely to be efficiently reached by an ad that is produced locally. For instance I think that big brands or corporations possessing head offices in different continents (such as Nike Europe, USA, ASIA etc.) probably get better understandings of the differences across cultures. From this better understanding, in my opinion, they can produce better advertisements that would reach more effectively a particular country or continent.
However, I think that very simply averts that you can directly assimilate to a product or a brand and that you can easily record can reach millions of people across cultures.
Journal Article:
Global advertising strategy: The moderating role of brand familiarity and execution style
Jae H. Pae, Saeed Samiee, Susan Tai, (2002) "Global advertising strategy: The moderating role of brand familiarity and execution style",
International Marketing Review, Vol. 19 Iss: 2, pp.176 - 189
Abstract:
The significant body of published work in global advertising literature focuses on the standardization and localization of the advertising campaign from a marketing strategy perspective without much concern regarding consumers’ response. Consumers generally prefer locally produced to foreign-sourced commercials, irrespective of brand origin; and they exhibit more favorable attitudes toward foreign-sourced, standardized commercials in situations involving greater brand familiarity and when execution style is transformational. Therefore, well-known brands with transformational appeals are more likely to succeed when transferred to the place they advertising, while localized advertising messages will be more effective when brand familiarity is low.
Analysis:
I do believe that consumers are more likely to be efficiently reached by an ad that is produced locally. For instance I think that big brands or corporations possessing head offices in different continents (such as Nike Europe, USA, ASIA etc.) probably get better understandings of the differences across cultures. From this better understanding, in my opinion, they can produce better advertisements that would reach more effectively a particular country or continent.
However, I think that very simply averts that you can directly assimilate to a product or a brand and that you can easily record can reach millions of people across cultures.
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The Best Job In The World
Advertising Agency: CumminsNitro Brisbane, Australia
Creative Directors: Nancy Hartley, James burchill
Objective:
Introduce the Islands of the Great Barrier Reef to the world. Involve people by offering them an amazing job that everyone dreamed in his life. Then increase the tourist activity in Queensland.
Audience:
All the Young Worker of the world. Travelers.
Effectiveness:
This campaign was one of the most effective never created. It was viral. In fact by letting everyone the chance to participate to 'the best job in the world' competition, the campaign was a big success online but also in all the other sorts of media. The most popular TV show in France invited two of the final French participants to talk about the competition and it obviously created awareness across France and will increase the numbers of french participants for the next competition.
Creative Directors: Nancy Hartley, James burchill
Objective:
Introduce the Islands of the Great Barrier Reef to the world. Involve people by offering them an amazing job that everyone dreamed in his life. Then increase the tourist activity in Queensland.
Audience:
All the Young Worker of the world. Travelers.
Effectiveness:
This campaign was one of the most effective never created. It was viral. In fact by letting everyone the chance to participate to 'the best job in the world' competition, the campaign was a big success online but also in all the other sorts of media. The most popular TV show in France invited two of the final French participants to talk about the competition and it obviously created awareness across France and will increase the numbers of french participants for the next competition.
Apple: iPod.
Advertising Agency: Apple Inc. advertising
Creative Director : Ken Segall
Objective:
Spread the new digital music revolution over the world. Launch a lifestyle.
Audience:
Global
Effectiveness:
The ad was very effective by its simplicity and the contrast of the colors. The very flashy background catching the consumer's eye contrasts with the black shadow of a person dancing and holding a white iPod in her hand with white headphones on. These ads were very easily related to the Apple firm. It was diffused all over the world such as a global revolution in the music industry. The iPod became the new cool object that will allows you to possess more than a 1000 songs in your hand.
Creative Director : Ken Segall
Objective:
Spread the new digital music revolution over the world. Launch a lifestyle.
Audience:
Global
Effectiveness:
The ad was very effective by its simplicity and the contrast of the colors. The very flashy background catching the consumer's eye contrasts with the black shadow of a person dancing and holding a white iPod in her hand with white headphones on. These ads were very easily related to the Apple firm. It was diffused all over the world such as a global revolution in the music industry. The iPod became the new cool object that will allows you to possess more than a 1000 songs in your hand.