国际市场营销(双语)ch1454 Global advertising

4. Entertainment
12.Toys
5. Drugs
13.Retail
6. Soft Drinks
14.Cigarettes
7. Electronics
15.Cell Phones
8. Cleaners
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Global campaigns
help to build long-term product identities offer significant savings in production costs
Global advertising
offers companies economies of scale in advertising
Global Marketing Management Chapter 14 Global Advertising Warren J. Keegan
Overview
Global Advertising & Branding Extensions versus Adaptation Debate Selecting an Advertising Agency Advertising Appeals & Product Characteristics Creating Advertising Summary
Global advertising refers to the use of the same advertising appeals, messages, art, copy, photographs, stories, and video segments in multiple-country markets
not be understood or may even be
misunderstood
message may reach target audience & may be
Needs to take care of cultural diversity, media limitations, legal differences, etc.
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Global Advertising and Branding II
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Top 15 Categories by Ad Spending
1. Automotive
9. Fast Food
2. Personal care
10.Computers
3. Food
11.Beer, wine & liquor
has to ascertain that the right message is communicated and received by prospective consumers (i.e. cultural diversity, media limitations, legal problems)
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The Extension versus Adaptation Debate I
Four major difficulties
message may not get through to intended
recipient
message may reach target audience but may
Know points to consider when selecting an advertising agency and creating a campaign
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Advertising
May be defined as any sponsored, paid message placed in a mass medium
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Learning Objectives
Know the elements & objectives of global marketing communication
Know two contrasting positions regarding localisation or globalisation of advertising content
Top 10 Global Marketers
1. Unilever 2. Procter & Gamble 3. Nestle 4. Coca-Cola 5. Ford
6. General Motors 7. L’Oreal 8. Volkswagen 9. Toyota 10.Peugeot
Keegan: Global Marketing Management
improves access to distribution channels
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Growing Popularity of Global Advertising
Spur short-term sales Build long-term product identities Significant savings Growth of Pan-European brands
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Global Advertising and Branding I
The global marketer
has to pay attention to the interaction of the elements of the communication mix