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Let’s talk about international advertising… It is true that my blog is based on advertising news, but what is international advertising ?

According to  Wells (Principles and effective IMC practice) , « Advertising that promotes the same product in several countries is known as international advertising”. (example of Coca Cola in Japan and Peru)

         

  

 

Moreover, we notice different types of advertising :
 
– Print Advertising – Newspapers, Magazines, Brochures, Flyers
 
–  Outdoor Advertising– Billboards, Kiosks, Tradeshows and Events
 
Broadcast advertising– Television, Radio and the Internet
 
Covert Advertising– Advertising in Movies
 
Surrogate Advertising – Advertising Indirectly :
in cases where advertising a product is banned by law. Ex : Instead advertising Bagpiper Whiskey, they replace it by Bagpiper Soda, so as not to hurt the sentiment of people.
 
Celebrity Advertising
 
 
  “The key challenge for brands is to use the different platforms appropriately – not all messages are right for all mediums,” – Ms. Danziger
 
 
 
What about the spending on advertising ?

 Global spending on advertising grew up of 4.9% in 2010 and will grow by 4.5% in 2011. We notice that the regions which spent the most on advertising are: USA (Known as huge society’s consumption) and then, Europe. As the result, we  can suppose that US culture (“American dream”, creativity, like advertising) influenced Europe.  

                                    Source: ZenithOptimedia’s Advertising Expenditure Forecasts, December 2010
 

  This will be led by online advertising which will increase by 7.7%. But spending on print advertising will fall by around 2%.

“Extending print-media brands online offers some hope of reversing the downturn, but digital ad revenue will not replace that lost by print in the foreseeable future” –  the World Association of Newspapers.
 
Another figure presents us the Top 10 advertisers :
 Usually a crisis touched first the marketing department. Indeed, when the budget is going down, companies focus money on the most effective items. Instead of spending more on advertising, companies will direct effort to Search Engine Optimisation. Keep working on improving relevance, increasing user satisfaction, helping users to link to your business… Consequently, I can guess that between 2009 and 2010, the crisis had an impact on the advertising budget of companies.
 
 International ads have the same goal : trasmit a message.
 

However, international communication process is not as simple as just sending a message, and may fail for a variety of reasons: a message may not get through because of media adequacy,   the message may be received by intended audience but not be understood because of different cultural interpretations, or because the marketer did not correctly assess the needs and wants of the target market… 

 

 

                                                                       Source: international marketing, C. Graham.

 

International advertising : what is next ? 

With the globalisation and the saturation of the home country market, companies become more and more international, settling their business in foreign markets. As the result, marketing continues to be challenged to prove its effectiveness, searching “for creative ideas and attention-getting images….”. They have to take many variables in consideration (geographic, behavioural..) to target their international audience and face to different barriers to develop their brand(Cultural, language, political).

 For that, innovation and creativity are keys.  But we can wonder what will be the future of the international advertising?  

As I wrote in an previous article : be stupid is the new way to be in a society?

Benetton advertised it brand with is out of phase with the product or the brand…In his campaign “the cycle of the real life”, Oliviero Toscani presents a newborn baby girl, Giusy,intended as an anthem to life, but was one of the most censured visuals in the history of Benetton ads. The goal ?  create the most memorable and controversial ads in history.

 To finish with another example, the brand  Marithe et francois girbaud advertising has been bannedin 2005 in  Italy because of the representation of the Last supper. 

But, does this kind of advertising have a better impact on you and on your consumption? Is it really necessary???

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