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Advertising Concepts in the Context of Digital Media Cultures in the USA and Germany

Advertising Concepts in the Context of Digital Media Cultures in the USA and Germany. 6. Transatlantic Dialogue, Düsseldorf. Global Advertising Market: Key Components. Changing Global Advertising Industries Globalization of Campaigns New Approaches. Changing Global Industries.

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Advertising Concepts in the Context of Digital Media Cultures in the USA and Germany

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  1. Advertising Concepts in the Context of Digital Media Cultures in the USA and Germany 6. Transatlantic Dialogue, Düsseldorf 6. Transatlantic Dialogue

  2. Global Advertising Market: Key Components • Changing Global Advertising Industries • Globalization of Campaigns • New Approaches 6. Transatlantic Dialogue

  3. Changing Global Industries • Increase of Worldwide Operating Agencies • Intense Competition for World Markets and Sophistication of Consumers • Diversification of Product Lines by Major Advertisers: Vertical and Horizontal 6. Transatlantic Dialogue

  4. Globalization of Campaigns • Formerly: Overcompensation of cultural differences and national markets • Today:Worldwide standardized Marketing Mix • Future: more globally sophisticated Ad Strategies 6. Transatlantic Dialogue

  5. New ‚Individualized‘ Approaches Global /Local Transnational Fragmentation 6. Transatlantic Dialogue

  6. New ‚Individualized‘ Approaches ‚Contact‘ Tool Communication Tool 6. Transatlantic Dialogue

  7. Growth of worldwide advertising markets from 3.4 % to 5%, USA, Europe, Asia (Aegis, UK) Online Ad Markets: Growth Factors on Key Markets Global Predictions: Recovery and Growth 6. Transatlantic Dialogue

  8. Digital Culture U.S.: Framework • Pluralism / Commercial • De- and -unregulated • Convergence of technologies and content • Multi-Channel Environment 6. Transatlantic Dialogue

  9. Ad Market Coordinates: U.S. • Growth of Overall Ad Market (Ad Sales) to $ 128 Billion • Decrease Ad Sales of Network Television (Growth by around 1% (20 Billion.) • Increase of Internet by 15 % ($ 6 Billion) • Increase of Advertising in Cable Channels • Increase Regional Print Media, Decrease National Print Media 6. Transatlantic Dialogue

  10. ‚Individualization‘ in Micromarkets • Microfragmentation of (Cable) Television: ‚Lifestyle,‘ ‚Sport,‘ ‚Gender,‘ ‚Genre,‘ ‚ethnic‘ on local levels • Nationwide Micro-Competition • Sophisticated Micro-Campaigns • Micro-Formats 6. Transatlantic Dialogue

  11. Digital Culture Germany:Framework • ‚Public‘ Service Model/ Media as ‚Cultural Entity‘ • Regulated (decentralized) • Segmented convergence • Limited Channel Capacity • DVB-T 6. Transatlantic Dialogue

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