1. GLOBAL aDVERTISING

2. Top Global Advertisers

3. Top Global Advertising Agencies

4. The Global Ad Agency Job
To coordinate with the global advertiser in terms of final message creation & media selection
To effectively construct a media schedule for the various local markets within its global network
To communicate the global advertisements effectively into various smaller local markets
To account for across-country variability in financial arrangements & payments

5. Global Advertising Defined
GLOBAL ADVERTISING – media advertising that is more or less uniform across many countries, often, but not necessarily in media vehicles with global reach

6. Pros and Cons of Global Advertising
ADVANTAGES
CONSISTENCY OF BRAND COMMUNICATIONS
MEDIA SPILLOVER
COST SAVINGS
IMPROVED PRODUCTION
LEVERAGING A GREAT IDEA
DISADVANTAGES
IMAGES AND SYMBOLS MIGHT NOT BE LOCALLY ACCEPTABLE
APPROPRIATE MEDIA MIGHT NOT BE AVAILABLE
PRODUCT USAGE IS NOT THE SAME
LOCAL CREATIVITY IS STIFLED

7. Drivers of Global Advertising
SUPPLY SIDE
1) GLOBAL AD AGENCIES
2) GLOBAL MEDIA
DEMAND SIDE
3) GLOBAL CUSTOMERS
4) PREFERENCE CONVERGENCE
5) GLOBAL COMPETITORS

8. Four Components of Global Advertising
STRATEGY – Global ads involve products &services that are positioned similarly across markets, wherein the product’s appeal is consistent
ORGANIZATION – global ads are typically directed from headquarters with the help of advertising agencies with a global network
MEDIA – with global reach are used, creating spillover that crosses borders to reach customers in different countries & follows traveling customers around the globe
MESSAGE & CREATIVE – copy & visualization may be uniform across markets, uniformity decreases based on how different each local market is from another

9. Global Ad Categories
IDENTICAL ADS – ads are identical, usually with localization only in terms of language voice-over changes & simple copy translations (e.g. the Marlboro cowboy ads)
PROTOTYPE ADVERTISING – the same ads, but the voice-over may be changed to avoid language & cultural problems, & the ad may be re-shot with local celebrities (e.g. Drakkar Noir)
PATTERN STANDARDIZATION – similar but less structured global approach, wherein the positioning theme is unified & some alternative creative concepts are planned, but execution differs between markets (e.g. Xerox)

10. PROTOTYPE ADVERTISING PATTERN STANDARDIZATION
Global Ads: Same everywhere?
PROTOTYPE ADVERTISING
PATTERN STANDARDIZATION
Brand Name same
Theme same
Visual same
Positioning same
Actors same
Words same
Language (local)
Media same
Materials same
Slogan same
Brand Name same
Theme same
Visual same
Positioning same
Actors not same
Words not same
Language (local)
Media not same
Materials not all same
Slogan same

11. Web Ads Are Naturally Global
WEB ADS are those boxed inserts on the screen that appear as you surf the web. They are interactive in the sense that you can click on them to get more information about the product/service.
Types of Web ads:
Banner ads – most common, measured in pixels
Tickers – banner ads that move across the screen
Interstitial ads – ads that flash while a request is being handled, filling up idle loading time.
Pop-up ads – ads that appear once a site has been loaded prior to webpage access
Transactional ads – let you order/request something without leaving the current webpage
Roadblocks – full screen ads that users must pass through to get to other screens
Rich media ads – the web version of a TV commercial, with audio and motion

12. The International Mass Communication Process
Producer/ marketer/ advertiser
Sets objectives and advertising budget
Advertising agency
Develops message (encoding) and selects media
Mass Media
Carries the message
Opinion leaders, individuals
Receive the message and interpret (decoding)
Coordination and control
Generate feedback on effects
Individuals
Think, feel and act (hierarchy of effects)
Sender’s cultural setting
Receiver’s cultural setting

13. Cultures and Visual vs Verbal Processing
VISUAL PROCESSING
Low literacy
Younger Segments
Low Involvement products
High context societies
VERBAL PROCESSING
High Literacy
Older segments
High involvement products
Low context societies
TV commercials Magazines Newspapers Radio Ads

14. REPEAT PURCHASE/LOYALTY
The Hierarchy of Effects
ADVERTISING EXPOSURE
AWARENESS
KNOWLEDGE
LIKING/ATTITUDE
PREFERENCE
TRIAL
REPEAT PURCHASE/LOYALTY

15. Matching Ad Objectives and Media
TV, Radio
Words (spoken/written), Print, TV/Radio
TV, Magazines, Cinema, Outdoor Ads
Media must be timely, newspapers, TV
AWARENESS
KNOWLEDGE
ATTITUDE CHANGE & IMAGE BUILDING
INFLUENCE BEHAVIOR

16. Global Advertising is Most Powerful When…
• the image communicated can be identical across countries
• the symbols used carry the same meaning across countries
• the product features desired are the same
• the usage conditions are similar across markets

17. Goodyear’s Latin-Am. Campaign Planning

18. Global Tire Ads: Language pitfalls
How do you say “tire” in Latin America’s Spanish?
What to say
Where to say it
CAUCHOS
CUBIERTAS
GOMAS
LLANTAS
NEUMATICOS
Venezuela
Argentina
Puerto Rico
Mexico, Peru, Guatemala, Colombia
Chile

19. Goodyear: Lessons for Global Advertisers
By focusing on regions, it may be possible to reap the scale benefits & cost efficiencies of global advertising without sacrificing too much on the side of local adaptation.
The early involvement of country subsidiaries & agency professionals not only facilitates later acceptance of unified themes but also helps broaden the sources of powerful campaign concepts.
The process by which pattern standardization is arrived at needs to allow open & free exchange.
Even when the company has operated for years in a market, research is still necessary, especially when conditions are changing.

20. Takeaway
As the affluence of countries grows, new products/services appear, & customers need more information.
Advertising becomes more important and advertising expenditures as a percentage of GDP increase.

21. Takeaway
As markets integrate, global communications expand, & customers become more similar, pan-regional advertising campaigns will become increasingly cost-efficient & more effective than multi-domestic advertising.

22. This helps avoid the pitfalls of standardized & translated messages.
Takeaway
Instead of complete uniformity, global advertising tends to follow a pattern standardization approach with unified slogan, visualization, & image but with local execution in terms of language, spokespersons, & copy.
This helps avoid the pitfalls of standardized & translated messages.

23. Takeaway
The global advertising agency is often at an advantage over local rivals when it comes to global /regional advertising.
But independent local advertising agencies have combined with others to form multinational networks & can sometimes offer stronger local talent.

24. Takeaway
Developing a global campaign takes time, effort, & planning. The process should involve headquarters and ad agency managers & local representatives whose knowledge will help formulate the global communication strategy.