Transcript Global Advertising

Global Advertising
& Public Relations
Ford’s “Global Anthem”
1999
Public Relations vs.
Advertising
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Public relations: representing
organizations to all of the organizations’
publics
Advertising: creating desire and
motivating demand for a product
PR & Advertising
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Originated to maintain the status of
private & public organizations, primarily
in capitalist systems
Not solely Western in origin
Not just corporate in purpose/sponsor
Not always manipulative in
role/function/intent
Grounded in democracy
Media Corps. As Advertisers
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Dynamic between MCs and ad agencies
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Int’l advertising by MCs increasing
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Seeking to extend int’l distribution
Int’l distribution more ad revenues
needed
Top 10 Advertisers (All TNCs)
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Procter & Gamble (US)
Unilever (EU)
General Motors (US)
Toyota (Japan)
Ford Motor Company (US)
Time Warner* (US)
Daimler Chrysler (Germany-US)
L’Oreal Groups (France)
Nestle (Switzerland)
Sony* (Japan)
Trends for multinational ad
agencies
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Global vs. contextualized products and
ads
Expanded range of services
Global Ad Agencies
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Omnicom Group Inc. (US)
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WPP group (UK)
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Clients: Unilever & General Motors
Dentsu Inc. (Japan)
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Clients: Unilever & Nestle
Interpublic Group of Companies (US)
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Clients: Daimler Chrysler, McDonald’s
Clients: Sony & Toyota
Publicis Group (France)
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Clients: Proctor & Gamble, Toyota
Analyzing Global Ad Agencies
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WST perspective
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ECT perspective
“Advertising has a greater role and impact
on the minds, lives, values, purchasing
behaviors (and thus social structure) in
semiperipheral and peripheral zones
than the audio or video programming or
print copy these ads accompany or
surround”– McPhail, p. 239.
Group Exercise:
Ad Agency Strategy Teams
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What will the message of the ad campaign
be?
What kind(s) of media will you use in the
campaign?
Will you use a single, global campaign, or
multiple campaigns contextualized for
different cultures?
If multiple campaigns, how will you
contextualize the message?