1. Chapter 14 Global Marketing
Global Advertising
Chapter 14
Global Marketing

2. Keegan and Green, Chapter 14
Global Advertising
Advertising is any sponsored, paid message that is communicated in a nonpersonal way
Single country
Regional
Global
Global advertising is the use of the same advertising appeals, messages, art, copy, photographs, stories, and video segments in multiple country markets
Keegan and Green, Chapter 14

3. Extension Vs. Adaptation
Must the specific advertising message and media strategy be changed from region to region or country to country?
Keegan and Green, Chapter 14

4. Top 10 Global Advertising Agency Brands
1. Denstsu (Tokyo)
2. McCann-Erickson Worldwide (New York)
3. BBDO Worldwide (New York)
4. J. Walter Thompson Co. (New York)
5. Euro RSCG Worldwide (New York)
6. Grey Worldwide (New York)
7. DDB Needham Worldwide (New York)
8. Ogilvy & Mather Worldwide (New York)
9. Publicis Worldwide (Paris)
10. Leo Burnett Co. (Chicago)
Keegan and Green, Chapter 14

5. Creating Global Advertising
Creative strategy
Big idea
Advertising appeal
Rational approach
Emotional approach
Selling proposition
Creative execution
Art & Copy
The Message is
the
of Advertising
Keegan and Green, Chapter 14

6. Keegan and Green, Chapter 14
Global Choices
Prepare new copy for foreign markets in host country’s language
Translate the original copy into target language
Leave some or all copy elements in home country language
Keegan and Green, Chapter 14

7. Global Media Expenditures
Keegan and Green, Chapter 14

8. Examples of Country Regulations in Saudi Arabia
Use of comparative advertising claims is prohibited
Noncensored films cannot be advertised
Women may only appear in those commercials that relate to family affairs, and their appearance must be in a decent manner that ensures feminine dignity
Women must wear a long suitable dress which fully covers her body except face and palms
Keegan and Green, Chapter 14

9. Corporate Advertising
Image advertising – enhances the public’s perception of a company, creates goodwill, or announces a major change
Advocacy (issue) advertising – a company presents its point of view on a particular issue
Keegan and Green, Chapter 14

10. Negative Publicity Examples
Ford and Bridgestone/Firestone
Coca-Cola
Nike
McDonald’s
Keegan and Green, Chapter 14