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Global Advertising. How has it developed over the years?. Development of the Advertising Industry. Technology: Seeing as advertising’s been around since Caesar, things have kinda improved on the tech. front.
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Global Advertising How has it developed over the years?
Development of the Advertising Industry. • Technology: Seeing as advertising’s been around since Caesar, things have kinda improved on the tech. front. • For example, nowadays the majority of adverts are ruled by special effects or computer editing, as opposed to being a few words carved into a stone. • Also, with the introduction of the • Internet, adverts were able to be shown • On a worldwide basis almost instantly. Anyone from anywhere could see these adverts (as long as they had an internet connection)
Coca-Cola • Coke adverts have been around since 1866, and they’ve always changed with the times and current events. For example, in 1926, 60 years after the first cola advert, coke released an advert saying “It has to be good to get where it is”, meaning that coke was a brilliant product for lasting 60 years. • Likewise, in 1942, coke released a string of posters which fit in with the wartime recruitment posters, with a similar art style. • The 1999 polar bear advert, featuring the tagline “always cool”, hints that coke is a nice refreshing beverage.
Celebrity endorsement • Depending on the location of the advert, the celebrity supporting it may be different. For example, for a coke advert specific to Britain, Cheryl Cole is a wonderful sponsor. On a worldwide basis however, Sarah Jessica Parker is a better known face, due to her televison success on Sex & the City, which is broadcast globally.
With the Cheryl Cole advert, if it were to be shown in America, very few people would know who she is and why she’s promoting coke, as outside of britain Ms. Cole has had very little publicity. • SJP has more global dominance, as Sex & the City is translated and showed all over the world in the majority of countries, so many more people will recognize her and will understand why she is promoting coke. • Picking the correct celebrity to promote your product is a key factor when it comes to advertising. However, there are many m0re problems to face.
Reasons For Failure. • Just because an advert can be successful in one country, it doesn’t mean it’ll be successful globally. First of all, if an advert is web or tv based, not everyone has access to a tv or the internet, so this advert form is wasted on them. • Another factor would be the company’s standing in the country. If apple tried to sell items in Japan, they’d have to compete with the better know Japanese music companies, and would not make as many sales as they do in England or America. • Following this, country-specific companies many not be successful anywhere else, as they’re based solely in certain countries which can provide for their needs.
Improving Campaigns Internationally. • To be truly successful in a global advertising campaign, remember one thing: You cannot please everyone! • When it comes to advertising, different people like different things, and statistics show that most of the time companies really only please 37% of their target audience with a targeted ad campaign, so imagine trying to get a worldwide audience to be interested. • For larger companies like coca-cola and McDonald's, it’s easy to advertise globally, as people know who they are, what they sell, and how good it is, but for a smaller company like clark’s shoes, it’d be harder to advertise globally, as they’re only really known in England.
