MK364 INTERNATIONAL ADVERTISING THEME Three: Creative Appeals

Creative Strategy, Appeals and Execution b Strategy - a policy guiding principle, a theme b Appeal - tactic, for example humour, universal or culture bound b Execution - centralisation or local

Creativity “An idea can only emerge as the solution to a single market problem. After savage scrutiny, total understanding and perhaps some necessary modification, it may then apply in a second market - and then perhaps to many more. Or it may remain a single market solution” “An idea can only emerge as the solution to a single market problem. After savage scrutiny, total understanding and perhaps some necessary modification, it may then apply in a second market - and then perhaps to many more. Or it may remain a single market solution” Jeremy Bullmore in J-P Jones Jeremy Bullmore in J-P Jones

Marlboro “America’s Most Wanted” Promotion

Local Advertising Service? b “Not all clients will be local clients but all clients need to be serviced locally” b What are the similarities in creative execution? b Are creativity and International Advertising compatible?

Developing Advertising Strategies What is said and where (communication theme) b Positioning - information, emotion, PLC b Appeals - value-for-money, CofO, snob

Developing Advertising Strategies How it is said (communication concept) b b Tone - argumentative for credibility? or narrative to develop relationships b b Format - slice of life, narrative, testimonials, talking head, demonstration, cartoons, music

Haagen Dazs “From food to fashion accessary”

“Narrowly defined, standardised adverting refers to messages that are used internationally with virtually no change in theme, illustration or copy - except, perhaps, for translation where needed” Message Strategy

Standardisation? No, because: 1. Mature or developing market 2. PLC 3. Brand leadership 4. Strength of competition 5. Advertising styles/people

Situations suitable for standardisation b Audience similar b Image allowed b Luxury, upper class b Hi-tech b Nationalistic flavour

4 creative impediments to centralisation: b 1. In each country creative people like to prove themselves. b 2. Ad agencies can be obstructive because adapting a campaign pays less than creating a new one b 3. Ad managers of subsidiaries can impede progress. b 4. The NIH (not invented here) syndrome might exist and should be replaced by NIH (now improved here). b De Mooij

Levi Levi b b Truth and advertising b b Cultural sensitivity b b Standardised b b CofO effect

Themes ands concepts 1. Universal b b Case history/New/improved/Everyday/New products/service/expertise/made in/demonstration/images/media- driven/lifestyle/heroes 2. Culture bound b b personal ideas/moral values/humour/motivation/roles (e.g. women)/comparative

Advertising Appeals b Verbal b Non-verbal b Creativity

Benetton b Provocation rather than shock b Provocation results in negative attitudes toward the message and hence the brand b Use of certain symbols e.g. animals, religious icons b Are recipients willing to accept image if it is explained to them?

What Restrictions b b Globalisation b b Pan Europeanism b b Benefits of standardisation b b Problems with standardisation b b Glocal

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