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Global Advertising

Global Advertising. Cassie Wardle and Lisa West. Global advertising is marketing on a worldwide scale, where companies take commercial advantage of global operational differences, similarities and opportunities in order to meet a global perspective. Definition.

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Global Advertising

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  1. Global Advertising Cassie Wardle and Lisa West

  2. Global advertising is marketing on a worldwide scale, where companies take commercial advantage of global operational differences, similarities and opportunities in order to meet a global perspective. Definition

  3. Five major stages of development: domestic, export, international, multi-national, and global. • There are four business objectives: building a brand, developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing the company’s speed of implementation. • Three primary approaches: exporting executions, producing local executions, and importing ideas that travel. • Advertising research is key to determining the success of an ad in any country or region. Once we know how the ad works, that idea or ideas can be imported by any other market. • Market research measures provide insight into what is working in an ad in any country or region because the measures are based on the visual, not verbal, elements of the ad. Development

  4. Reese Witherspoon has been named the first Global Ambassador for Avon Cosmetics. She is a perfect fit for a company that is famous for supporting women issues, with Reese being a single, working mother plus having a down to earth personality. • “As the company for women Avon wanted to partner with someone who could represent not only our world-famous beauty brand, but also could be a source of inspiration.” Reese Witherspoon, Avon

  5. L’Oreal is not a global campaign because Cheryl Cole is only well known in Britain. It is based just in the UK. Use of Cheryl Cole in ads in very effective in this country, whereas outside the UK the impact of the adverts would be less based on Cheryl being unknown outside Britain. • The adverts were successful in the UK as she is the ‘nations sweetheart’ and admired by many. • http://www.youtube.com/watch?v=y3EEIcPkcO4 Cheryl Cole, L’Oreal

  6. Madonna has been chosen for this ad campaign as she is a worldwide celebrity, known as the ‘Queen of Pop’. • Louis Vuitton consider Madonna to have mass global appeal because Madonna is considered as a role mole in many countries, to both young and old. Madonna, Louis Vuitton

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