Download Global Advertising

Global Advertising
By Ashleigh and Scott ^_^
Introduction
Global advertising is marketing on a worldwide scale.
Companies take advantage of the development of
technologies and its abilities to advertise to a global
audience, identifying differences, similarities and
opportunities in order to meet a global objective:
selling a product.
Development: Advertising
•
Production and distribution has developed in conjunction
with the development of technology. As far back as can be
recorded, advertising has existed.
•
Before the times of radio advertising existed in the forms of
posters and within newspapers.
•
As radio developed, adverts became verbal and advertising
to both mass and niche markets became easier.
•
With the development of television, advertising took on a
new meaning. Products could be visually seen and over
time, as television became a necessity, reaching a mass
audience became simpler. For example: xfactor.
Development: Advertising
Internet means that we can now link directly to key
information, as well as reaching a worldwide audience. It is
also a relatively cheap way of advertising in comparison to
the various other methods.
The development of the internet, allowed it to be a host for
the various forms of media. Therefore, advertising on the
internet could be either written, audio based, visual or
animated.
Overall, as time has progressed and our knowledge of
technology developed, the ways in which we are able to
advertise a product became more efficient.
Development: Production
Producing an advert has become easier due to the
advance of modern day technology. We are able to use
quality equipment to develop an advert that is not only
up to the standard of most television programs visually,
with special effects, but also the audio will be of a great
quality.
Money has therefore, become a very important issue.
The more money put into the advertising of a film the
better the advert becomes. Because more focus has
been placed on the importance of a strong advertising
campaign, more money has been included and adverts
have developed.
Development: Distribution
Distribution has developed along with technology, also.
The internet has become an essential way of distributing
because you are able to reach a global audience.
The development of digital technology allows for a better
transmission of adverts. With the development of digital
television, viewers are able to select from a very wide variety
of channels. Therefore, adverts can be distributed on certain
channels at specific times to target a niche audience.
Global Campaigns
Before distribution of adverts globally
became possible, most adverts were either
national or local
The image to the right shows a advert for a
global Coca Cola campaign. It highlights its
intent to reach a worldwide audience with
the ‘WORLD target’ It is effective as it
doesn’t focus on a specific culture, by using
specific peoples and/or places. It has a very
simple message relevant worldwide indicated
by the globe in the background.
Global Campaigns
In formula 1, the cars advertise
many different products/sponsors
and this means that it is shown to
worldwide audience, as the cars are
raced throughout many locations in
the world.
Furthermore, the drivers become
celebrities in many different
countries and therefore become
endorsers for the particular
product/sponsor.
This picture of Lewis Hamilton
driving his McLaren vehicle shows
how many products that fight to be
advertised this way.
Global Campaigns
Following on from the previous slide there are some
possible flaws with this method of advertising.
If you do not own a television, the campaign would fail
to reach such people as they are unable to view the
adverts. Similarly, if you live in a remote location, away
from the races and do not have a television you cannot
see the adverts.
Essentially, while reaching a mass audience, there are
issues with the campaign that does not allow for those
who do not watch Formula 1 to see the adverts.
Global Vs National
These two photos highlight the
contrasting methods of celebrity
endorsement. While the top image
may successfully advertise the shop
Iceland to an audience in the UK
using Kerry Katona, it would not
have the same effect to audiences of
other countries.
In contrast, the bottom image would
successfully be advertised to global
audience as Tiger Woods is a
worldwide figure.
The End.
Adverts have developed immensely over time, mainly
due to the advances in technology which have allowed
us to target a global audience.
Thank you for listening. :D