Global Advertising

‘Although technology has been played critical to Intel’s success advertising has played a large part as well’.

We live in the century of globalization where we can imagine the whole world as a global village. Thus the concept “Global Advertising” passed from national stages into international and global stages. The goal of a person who leads the marketing department of a business, organization or a nation is to identify new markets/prospects in order to promote the company’s products. The promotion passes through of effective advertising campaign.

Marketing communication – the promotion ‘P’ of the marketing mix – includes advertising, public relations, sales promotion, and personal selling. Although marketers may identify opportunities from global advertising campaigns, local adaptation or distinct local campaigns may also be required.  Advertising is a critical strategic aspect of the instrument of marketing mix ‘Promotion’. As a part of a company’s marketing communication and as a dynamic tool that advancement of sale, advertising should point out utility and value advantages offered by the product to existing and potential customers.

Each year, the tobacco industry spends billions of dollars around the globe on advertising, marketing and promotion. In the United States alone, with less than 5 percent of the world’s smokers, tobacco companies spent over $5.66 billion on advertising and promotional expenditures in 1997. The above financial statistics showed effectively that advertising is very crucial for every organization. Without effective advertising, means lower sales volumes, lower profit margins which lead to failure of organizational strategic goals.

Advertising media varies from country to country but the leading medium in many markets is television. The key question for global marketers is whether the specific advertising message and media strategy must be changes from region to region or country to country because of environmental requirements. Thus, the effect of external environment and cultural differences play a catalytic role in regard to the design and implementation of a successful advertising strategy. Coca-Cola, the most global brand in the world, records radio spots in 40 languages with 140 different music backgrounds. In many countries, there is a feeling that advertising and especially TV advertising, is too powerful and persuades consumers to buy what they do not need. Certainly, is an issue that has been debated in the U.S. for many years.

Jim Ensign, Senior Vice President, Doe-Anderson, Inc., discusses the characteristics of effective advertising: “The advertising messages we create for our clients must accomplish at least two things to be successful. First, the messages must be relevant to the consumer. Advertising will never make a person interested in a product or service if it does not appeal to or address a pre-existing need or desire. Second, the message must be presented in unexpected manner or environment. In the United States, adults are exposed to over 5,000 ‘promotional’ messages every day. To break trough the clutter, the message must stand out in an appealing way’.

The advertising war of messages for global markets has never edge. Consequently, the effective advertising messages should stimulate the behaviour of the receiver.

‘The best advertising is done by satisfied customers’.