Download - Advertising (Global Ad & Promotion Effort)
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The Global Advertising
and
Promotion Effort
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Copyright 2001 by Harcourt, Inc. All r ights reserved.Copyright 2001 by Harcourt, Inc. All rights reserved. 2020--1515
The Top 5 Global Ad AgenciesThe Top 5 Global Ad Agencies
Ad OrganizationAd Organization
HeadquartersHeadquarters
WPP GroupWPP Group LondonLondon
OmnicomOmnicom GroupGroup New YorkNew York
InterpublicInterpublic Group ofGroup ofCosCos.. New YorkNew York
DentsuDentsu JapanJapan
Young &Young & RubicamRubicam New YorkNew York
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The Global Advertising & Promotion
I. Planning Promotional Expenditures
1) Determine the target audience
2) Develop specific campaign objectives
3) Setting the budget4) Choosing media strategy
a) Media availability
b) Product restrictions5) Determine the message
6) Determine campaign strategy
7) Measure advertising effectiveness
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Planning Promotional CampaignsPlanning Promotional Campaigns
Target AudienceTarget Audience
Promotional campaigns affect more thanPromotional campaigns affect more than
consumers who purchase the product or service.consumers who purchase the product or service.
Suppliers, intermediaries, government, local community,Suppliers, intermediaries, government, local community,
bankers and creditors, media organizations,bankers and creditors, media organizations,
shareholders, and employees.shareholders, and employees.
Research to determineResearch to determine multimarketmultimarkettargettarget
audiences is required asaudiences is required as
firms become morefirms become more
internationally involved.internationally involved. Corporate image advertisingCorporate image advertising
Umbrella campaignsUmbrella campaigns
Global image campaignsGlobal image campaigns
Who are ourWho are our
customers?customers?
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Audience CharacteristicsAudience Characteristics
Strategy is to reach the intended targetStrategy is to reach the intended target
audience with the minimum of waste.audience with the minimum of waste.
Marketing strategist needs to knowMarketing strategist needs to know
Media distribution (number of copies)Media distribution (number of copies)
Media audienceMedia audience compostioncompostion Advertising exposureAdvertising exposure
Advertising perceptionAdvertising perception
Consumer responseConsumer response
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Campaign ObjectivesCampaign Objectives
Global objectivesGlobal objectives
General guidelines and control for broadGeneral guidelines and control for broad--basedbased
campaigns (consistency of message)campaigns (consistency of message)
Regional objectivesRegional objectives
Local objectivesLocal objectives Specific and measurable targetsSpecific and measurable targets
(awareness, image, market(awareness, image, market
share) for individual markets.share) for individual markets.
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Setting the Advertising Budget
Major Methods:
1) All You Can Afford Technique2) Percentage of Sales
3) Matching Competitors
4) Objective and Task
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Worldwide Media StrategyWorldwide Media Strategy
Challenges of country and regionalChallenges of country and regional
differencesdifferences
Cultural, ethnic, regulatory, demographicCultural, ethnic, regulatory, demographic
Responses to challengesResponses to challenges
Social responsibilitySocial responsibility(Cause(Cause--related marketing)related marketing)
Sound management systemsSound management systems
excellent communicationsexcellent communications
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Media Selection
Newspapers
Magazines
Radio & Television
Satellite and Cable Television
Direct Mail
Other Media
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Global MediaGlobal Media
Print publications providing global coveragePrint publications providing global coverage
with regional language and content editions.with regional language and content editions.
PanPan--regional radio and television, the Internetregional radio and television, the Internet
Important global media characteristicsImportant global media characteristics
TargetabilityTargetability
ClientClient--compatible editorialcompatible editorial
Editorial qualityEditorial quality
Who advertises in global media?Who advertises in global media?
Airline, financial services,Airline, financial services,
telecommunication, automobile,and tobaccotelecommunication, automobile,and tobacco
companiescompanies
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The Promotional MessageThe Promotional Message
Know customer habits and motivations: WhatKnow customer habits and motivations: What
are consumers really buying and why?are consumers really buying and why?
Factors in developing the message:Factors in developing the message:
Diffusion of the product or service into the market.Diffusion of the product or service into the market.
Criteria on which customers evaluate the product.Criteria on which customers evaluate the product. The products positioning.The products positioning.
The ideal is to have a world brand.The ideal is to have a world brand.
a product that is manufactured, packaged, anda product that is manufactured, packaged, and
positioned the same around the world.positioned the same around the world.
Localize international symbols with regional orLocalize international symbols with regional or
country area themes and personalities.country area themes and personalities.
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The Media Campaign ApproachThe Media Campaign Approach
What type of outside services to use?What type of outside services to use?
How to establish decisionHow to establish decision--making authority?making authority?
Outside services are chosen by their qualityOutside services are chosen by their quality
of coverage.of coverage.
The value of outside expertiseThe value of outside expertise Creative development skillsCreative development skills
Media buying savvyMedia buying savvy
Specialty marketing knowledgeSpecialty marketing knowledge
Conflict in the use ofConflict in the use ofmegamega--agenciesagencies
Conflicts of interest when two competitors areConflicts of interest when two competitors are
represented by the same agencyrepresented by the same agency
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Measuring of Advertising EffectivenessMeasuring of Advertising Effectiveness
Typical effectivenessTypical effectiveness--testing techniquestesting techniques
PrePre--testing of copy appeal and brand recognitiontesting of copy appeal and brand recognition
PostPost--testing of product or brand recognitiontesting of product or brand recognition
Measuring campaigns impact on salesMeasuring campaigns impact on sales
MeasuresMeasures Sales increases and sales pattern changesSales increases and sales pattern changes
Increases in consumer awareness and recallIncreases in consumer awareness and recall
Intention to buy, coupon returnIntention to buy, coupon return
There are no universally acceptedThere are no universally accepted
parameters of measurement and analysis toparameters of measurement and analysis to
compare one country audience to another.compare one country audience to another.
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Misfires in Advertising Phonetic Problems with Brand Names
- Bardok (Sounds like Brothel in Russian)- Coca Cola (Sounds like bite the Wax Tadpole)- Misair (Sounds like Misery in French)
Translations
Intent Translation- Stepping Stone - Stumbling Block
- Car Wash - Car Enema
- Highly Rated - Over Rated
Symbols- Owl - Bad Luck in India
Other Countries make mistakes too
- Zit (Chocolate from Germany)- Koff (Beer)
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50% off50% offwithwith
CouponCoupon
Other Promotional ElementsOther Promotional Elements
Personal SellingPersonal Selling
Typically associated bigTypically associated big--ticket (highticket (high--priced) itemspriced) items
such as industrial goods.such as industrial goods.
Proper training is crucial to successProper training is crucial to success
Sales PromotionsSales Promotions CouponingCouponing, sampling premiums, education and, sampling premiums, education and
demonstration, pointdemonstration, point--ofof--purchase, direct mailpurchase, direct mail
The impact of promotions on intermediariesThe impact of promotions on intermediaries
must be carefully considered.must be carefully considered. Varying local regulations mayVarying local regulations may
prevent or limit the types andprevent or limit the types and
use of sales promotions.use of sales promotions.
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Public RelationsPublic Relations
Public Relations (PR) builds imagesPublic Relations (PR) builds images
PRs goal is understanding and acceptance.PRs goal is understanding and acceptance.
PR provides internal and external acceptancePR provides internal and external acceptance
for the organization.for the organization.
Internally, PR functions toInternally, PR functions to Provide Information through internalProvide Information through internal
publications (e.g.,newsletterspublications (e.g.,newsletters
and intranets)and intranets)
Help create the appropriateHelp create the appropriatecorporate culturecorporate culture
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Public Relations continuedPublic Relations continued
Externally, PR in multinational corporations isExternally, PR in multinational corporations is
concerned withconcerned with
Building a global identity to build sales,productBuilding a global identity to build sales,product
and service differentiationand service differentiation
Providing information furtheringProviding information furthering
marketing objectivesmarketing objectives
Anticipating and countingAnticipating and counting
criticism of the organizationcriticism of the organization
Taking a lead role in crisisTaking a lead role in crisis
managementmanagement