March 15, 20046. Transatlantic Dialogue Advertising Concepts in the Context of Digital Media Cultures in the USA and Germany 6. Transatlantic Dialogue,

Slides:

Advertisements

Similar presentations

Regional Strategy: Programme Communication for Child Survival in West and Central Africa Neil Ford Regional Chief, Programme Communication West and Central.

Advertisements

Web-site Design Strategy.  To achieve P1 learners should describe how the websites help the organisations to achieve their purposes and apply the marketing.

Chapter Sixteen Global Advertising MKT 568 Global Marketing Management Dr. Fred Miller 3-1.

BIG BIRD Creative Company Future of Asia Content.

John Wiley & Sons, Inc c COMMUNICATING WITH THE WORLD CONSUMER Chapter Fourteen.

Live ROI Facebook Marketing Conference March 27, 2013.

Integrated Marketing Communications Chapter Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall.

Member of White Paper Television 3.0 New Impulses for a Saturated Market Keynote 6 th Transatlantic Dialogue Düsseldorf, March, 15 th 2004 Ein schönes.

Advertising & Integrated Brand Promotion Dr. Close 1.

Regulation of media concentrations and pluralism Sebastiano Sortino Prague, 17 May 2007 The experience of Italy.

FP7 – SSH programme “Road –map” for University of Nottingham 12 October 2009,

Chapter Twelve Managing Global Advertising. Copyright © Houghton Mifflin Company. All rights reserved Figure 12.1: Global Advertising.

Chapter Twelve Managing Global Advertising. Copyright © Houghton Mifflin Company. All rights reserved Figure 12.1: Global Advertising.

Global Pedal Ladder Industry Research Report 2015 Published By QYResearch Contact US: Web:

A2 SOCIOLOGY. Media ownership  EjzM EjzM.

The Business of Advertising Chapter 03 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Advertising Agencies and Channels. Ad Agencies in India AD AGENCIES.

“Digital Television and European Enlargement” 2 nd International Conference on Communication and Mass Media. Athens Institute for Education and Research.

DIRECT MARKETING: FACTORS FOR GROWTH Niche marketing Availability of specialized media Proliferation of computerized databases Worldwide telecommunications.

INTEGRATED MARKETING COMMUNICATIONS Chapter 1. What’s Happening?

Introduction to Advertising

 Purpose : How luxury fashion brands stand out in a digital worldHow luxury fashion brands stand out in a digital world  Digital technologies for luxury.

SPORTS AND ENTERTAINMENT MARKETING

9.02 International Advertising

Chapter Fifteen Global Advertising. Strategic Options global (with or without localization), multidomestic International Advertising Characteristics volume,

Integrated Marketing Communications and International Advertising

Chapter Eighteen Special Advertising Campaigns. Prentice Hall, © IMC is the practice of coordinating all marcom tools and brand messages for.

BMW Critique Team Batool Awwad Doron Ekatrina Linn Lisa Shahrzad Wiem.

Integrated Marketing Communications and International Advertising

International Marketing Chapter 13 Key Concepts u Issues to consider in the industrial product market u Stage of Economic Development u Technology and.

Strategic Marketing For The Web Professional Web Services Internet Growth Amount of Information Technology Improvements Customer Relationship Management.

Business Information System. Marketing Information System Functions of marketing are concerned with- – planning, promotion, sales of existing products.

For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin International Marketing Communication.

Digital advertising agency of Games Banner Network Inc.

1 Playboy Enterprises, Inc. 2 Company Background A brand-driven international multimedia entertainment company CEO: Christie Hefner since 1979 Property.

Applying the Terms.  The process of developing, promoting, and distributing goods and services to meet the needs of customers.

Communication mix or promotion mix

Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Paper Three: SWOT, Target Market, Positioning MKTG 241 Due: March 8, points.

CONFIDENTIAL PRESENTATION What is Snapface? Facial recognition and matching Web and mobile phone based Revenue generator for third parties.

Integrated Marketing Communications Chapter 18. Integrated Marketing Communications Sales Promotions Sales Promotions International Public Relations International.

Integrated Marketing Communications (IMC) Mix Advertising Trade Shows Sales Promotion Personal Selling Direct Selling Public Relations.

Integrated Marketing Communications and International Advertising Chapter 21 Matakuliah: J0474 International Marketing Tahun : 2009.

The New World of Marketing Communication. Advertising.

Definition Of Direct Marketing Direct Marketing is the interactive use of advertising media to stimulate an (immediate) behavior modification in such a.

Sales & Marketing Session 3

© 2000 South-Western College Publishing Slide #1 Marketing Management 2nd Edition Chapter 12: Designing Effective Promotion and Advertising Strategies.

1 Historical roots Age of print Industrial revolution and emergence of consumer society Radio Television Outlet/Audience Fragmentation The Evolution of.

© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.

External Influences Affect All Levels of Planning External Influences Economic trends Competitor activity Social & demographic trends Technology Laws &

International Advertising

Market Research on Global Sports Nutrition Products Industry Trends Survey and Prospects Report Published: Jan 2016 Single User License: US $2800.

Media Basics. WHAT DO WE MEAN BY MEDIA? Media Classifications What Do Media Do? The Evolution of Media Roles The Media Industry Key Media Players.

By: Ehsan Khodarahmi L7.  Explain the concepts, processes and benefits involved in developing integrated communications plans  Marketing communications.

TV or Not TV Eli Noam Columbia University, Columbia Institute for Tele-Information FCC Washington, DC March

borders, YOU WILL LOSE.” Rob Slee, International Investment Banker and Private Investor “All business MUST BE global business. If you do not look to.

All Rights Reserved to Kardan University 2014 Kardan University Kardan.edu.af.

Global HDMI Cables Market Size, Growth, Trends and 2020 Forecasts Published: Oct 2015 Single User License: US $2800 Corporate User License: US $5600 Order.

Products, Markets and Advertising Products, Markets and Advertising.

International Business

Value of Advertising: Global Survey Results

Broadcast Television Industry Review

Topic 1 The advertising context

Impacts of the Internet on Advertising

Integrated Marketing Communications

Chapter 3 Advertising and the Marketing Process

TRENDS IN BROADCASTING REGULATION

International Media MK0389.

E-Commerce Manager Melia Bali Requirements:

Advertising as a process

Presentation transcript:

March 15, Transatlantic Dialogue Advertising Concepts in the Context of Digital Media Cultures in the USA and Germany 6. Transatlantic Dialogue, Düsseldorf

March 15, Transatlantic Dialogue Global Advertising Market: Key Components Changing Global Advertising Industries Globalization of Campaigns New Approaches

March 15, Transatlantic Dialogue Changing Global Industries Increase of Worldwide Operating Agencies Intense Competition for World Markets and Sophistication of Consumers Diversification of Product Lines by Major Advertisers: Vertical and Horizontal

March 15, Transatlantic Dialogue Globalization of Campaigns Formerly: Overcompensation of cultural differences and national markets Today:Worldwide standardized Marketing Mix Future: more globally sophisticated Ad Strategies

March 15, Transatlantic Dialogue New ‚Individualized‘ Approaches Global /Local Transnational Fragmentation

March 15, Transatlantic Dialogue New ‚Individualized‘ Approaches ‚ Contact‘ Tool Communication Tool

March 15, Transatlantic Dialogue Global Predictions: Recovery and Growth Growth of worldwide advertising markets from 3.4 % to 5%, USA, Europe, Asia (Aegis, UK) Online Ad Markets: Growth Factors on Key Markets

March 15, Transatlantic Dialogue Digital Culture U.S.: Framework Pluralism / Commercial De- and -unregulated Convergence of technologies and content Multi-Channel Environment

March 15, Transatlantic Dialogue Ad Market Coordinates: U.S. Growth of Overall Ad Market (Ad Sales) to $ 128 Billion Decrease Ad Sales of Network Television (Growth by around 1% (20 Billion.) Increase of Internet by 15 % ($ 6 Billion) Increase of Advertising in Cable Channels Increase Regional Print Media, Decrease National Print Media

March 15, Transatlantic Dialogue ‚Individualization‘ in Micromarkets Microfragmentation of (Cable) Television: ‚Lifestyle,‘ ‚Sport,‘ ‚Gender,‘ ‚Genre,‘ ‚ethnic‘ on local levels Nationwide Micro-Competition Sophisticated Micro-Campaigns Micro-Formats

March 15, Transatlantic Dialogue Digital Culture Germany:Framework ‚Public‘ Service Model/ Media as ‚Cultural Entity‘ Regulated (decentralized) Segmented convergence Limited Channel Capacity DVB-T