Global Advertising

Question: Using the Internet, find two examples of global advertising. What characteristics make these campaigns global? Answer: Global Advertising: Introduction: Advertising has been one of the major communication strategies that a company applies in order to get an attention in the market. Global Advertising aims to maximize the effectiveness of propagation and increase in the speed of a companys planning implementation. The report consist of a brief study the strategies of KFC and Coca cola. They are the leading brand of their respective product and hence have a differentiated strategy respectively. Firstly building a brand- this requires a good knowledge of the global market, a thorough research and a creative mind to find out the current requirement of the market. The information technology plays a vital role.(Referenceforbusiness.com, 2015) Secondly developing economies of scale in creative process- Due to globalization every country can innovate and share their products for selling that requires creative economies of scale for global advertising. Thirdly maximizing effectiveness of advertising (in global, domestic, local basis).advertising is considered the only way through which a company reaches its market. Today it has been the medium of introduction, the most important communication tool and the key factor of sustenance. (Kelley Jugenheimer, 2004) In this age of competition increasing the Organizations speed of implementation is one of the prime objectives of global advertisers. Here are two major examples of global advertising by two companies. 1. Coca Cola Ad description: Depicts the happiness that a emotional person receives when a coke suddenly drops in the internet system. It explains that happiness can be spread through internet also. (YouTube, 2015) Mood emotional Tagline The World is What We Make It. Target youngsters The success of coca cola consist of five major factors, they are- a unique and recognized brand, the quality, the marketing, the global availability and the ongoing innovation. Being the largest beverage company in the world, coca cola began building its global network in the 1920s (Businesscasestudies.co.uk, 2015). The two key characteristics of this advertisement: The tagline and the jingle: the tagline suggests Open Happiness (iSpot.tv, 2015) which states that if you have coke then you would experience happiness. The jingle is a collaboration composition of many famous singers and composer that includes Brendon UriefromPanic! At the Disco, and Patrick stump from fall out boy. The advertisement broadcasting time: this advertisement slot was in time of American Idol, a popular TV reality show that is broadcasted in the prime time. This advertisement was effective because of the approach to the youngsters broadcasting is time of a popular show that the youngsters prefer. Youth oriented: The advertisement is very acceptable because it is also available with various videos on the internet, especially those videos that are youth oriented.to the audience because of its approach and technological advancement that has been portrayed. 2. KFC (Kentucky Fried Chicken) Ad description: Over foods in Lid a family prefers to have KFC bucket. (YouTube, 2015). Mood funny Tagline "There's fast food, then there's KFC, Target Universal Worlds second largest restaurant chain after McDonalds owns and franchises around 18,875 outlets in 118 countries. KFC follows innovativeness and creativity in its advertising strategy. The advertising includes combined offers to which not only the audience gets hungry but also allured by the offers (Scribd.com, 2015). The key characteristics of this advertisement: It attracts the audience by the humor used, the quantities offered, along with a product offer that instigates the viewers hungry diet. The advertisement also makes a simple approach of reducing the use of lid. The advertisement is it was aired during broadcast of the popular tv show, how I met your mother. The show is a family drama and the majority target audience being family. The universal approach is also a key factor because most of the families have frozen food, so in order to move out of the daily routine KFC makes it a special day for a family. 3. Multi domestic advertisement: The concept of multi domestic advertisement differs from that of global advertisement; it assumes consumers from different geographical boundaries of a country. Based on consumer demands products are introduced for every market. For highly differentiated products a multi-domestic advertising is ideal. L'Oral Ad description: The product is branded by popular Bollywood actor Aishwariya Rai. It shows the actor dressed in exactly the same colour combined dress with that of the product. She explains how it solves 5 problem related to hairs. (YouTube, 2015) Mood informational Tagline "because youre worth it Target women The L'Oral group is famous for its French cosmetics and beauty make ups and various other complimentary products. It was founded in 1909 and presently earning a profit of $2.96 billion. The key characteristics of this advertisement: To make it multi-domestically acceptable this advertisement is a Niche advertisement and focuses on target audience and in this ad is targeted to the Indian women. Broadcasted on afternoon especially for the house wife masses, it endorses the Bollywood actor as the actor is presently internationally famous. The key feature is the tagline suggesting that having L'Oral is because one is worthy enough to use it. The advertisement is visually also approachable as the brand ambassador is also wearing the same colored dress with that of the product. Conclusion: Today, most of the companies advertising strategies focus on achieving three common goals, they are To Promote responsiveness of a business and its product or services; To arouse sales directly and draw competitors' customers , and To establish or modify a business' image. For effective advertising strategies a company has to keep in mind the product concept, the target customer, the communication media and the advertising message. Through the details of the two companies it can be said that these factors were highly focused and hence did reach out worldwide. References Businesscasestudies.co.uk,. (2015).Sponsorship and brand recognition - Within an arm's reach of desire - Coca-Cola Great Britain | Coca-Cola Great Britain case studies and information | Business Case Studies. Retrieved 11 February 2015, from https://businesscasestudies.co.uk/coca-cola-great-britain/within-an-arms-reach-of-desire/sponsorship-and-brand-recognition.html#axzz3RPFM3bBF Entrepreneur,. (2001).The Truth Behind KFC's New Tagline. Retrieved 11 February 2015, from https://www.entrepreneur.com/article/46276 iSpot.tv,. (2015).Coca-Cola TV Commercial, 'Screaming Taste Buds'. Retrieved 11 February 2015, from https://www.ispot.tv/ad/7xpq/coca-cola-screaming-taste-buds Kelley, L., Jugenheimer, D. (2004).Advertising media planning. Armonk, N.Y.: M.E. Sharpe. Referenceforbusiness.com,. (2015).Advertising Strategy - percentage, type, cost, Stages of advertising strategy. Retrieved 11 February 2015, from https://www.referenceforbusiness.com/small/A-Bo/Advertising-Strategy.html YouTube,. (2015).L'Oreal Paris Total Repair 5 Shampoo advertisement with Aishwarya Rai All.mp4. Retrieved 12 February 2015, from https://www.youtube.com/watch?v=Yqi35Adbbks YouTube,. (2015).Official Coca-Cola "Big Game" Commercial 2015 #MakeItHappy. Retrieved 12 February 2015, from https://www.youtube.com/watch?v=ibgvkXm9Qkc