Global Advertising

Presented By:
E .Mounika,(RMBA/2017-18)
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INTRODUCTION :
 Global Advertising is defined as, "advertising on a worldwide
scale reconciling or taking commercial advantage of global
operational differences, similarities and opportunities in order to
meet global objectives.
 " So basically global advertising is showing your product all
over the world in which advertising content is same worldwide
under the premise that entire world is a single entity.”
 Global advertising is basically when a company looks at the
entire world as one market. There are no differences between a
local market and the market 10,000 miles away. It views
everything in the same way and not like it is any different in any
specific ways.
 International advertising strategies are tailored to reflect
regional, national, and local market cultural differences and
preferences.

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When Global Advertising Works :
 Philip Kottler , says that global strategies work best in categories
where the trend toward global integration is strong and local
cultural influences are weak, such as the consumer electronics
market.
 According to an international marketing study , global advertising
may be appropriate for brands that use image campaigns with
universal appeals based on similar tastes, interests, needs and
values.
 Today, most Global advertising strategies focus on achieving
three general goals,
1) promote awareness of a business and its product or services.
2) stimulate sales directly and "attract competitors customers"
3)establish or modify a business image. In other words, advertising
seeks to inform, persuade, and remind the consumers.

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Glocal Advertising :

 Global and International advertising, which is often called

"glocal" advertising.
 Glocal advertising is best captured in the phrase, "think global
and act local.“
 According to "Harvard Business Review" article,
 "Great Advertising Is Both Local and Global," an effective
glocal strategy requires a global appeal that inspires universal
motivation, a brand vision "that respects local terms," and an
organizational structure that encourages collaboration between
the global advertising strategists and local implementers.

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 Some popular examples of Global Advertising

 Starbucks
• It’s impossible to talk about powerful global
branding without mentioning Starbucks.

• With around 20,000 stores in 63 countries,

the world’s most popular coffee house has
made its mark from Brazil to China, where
many thought it would fail to take off due to
the cultural importance of tea drinking.

• The company makes sure that every

Starbucks feels like a local coffee house,
without losing brand consistency.

• As a result, no matter where you are in the

world, the brand never feels like an
impersonal American corporate giant.

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 Coca-Cola
 In the 1980s and ‘90s, when the company
first emerged onto the global stage .

 Coca-Cola introduced its ‘think local, act

local’ marketing strategy in 2000, with an aim
to increase local sensitivity.

 Since then, Coca-Cola has gone from strength

to strength, and is still one of the world’s
most recognisable brands.

 Key to this success has been the company’s

focus on enduring and universal values such
as ‘sharing’ and ‘happiness’, as well as
product and messaging localisation.

 For example, during the FIFA World Cup,

each of the company’s international
homepages featured local celebrities and
cultural references, alongside the instantly
recognisable Coca-Cola branding.

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 Ikea
 Founded in 1943, Ikea has become a
globally recognisable brand, with
stores all over the world .
 Its success can be credited to the
company’s universally appealing
brand attributes of low price,
sustainability, form, function and
quality.
 However, as with all successful global
brands, Ikea takes the time to
understand its international audiences.

 Although they often retain the same

elements, room sets will also vary
from store to store to suit local
customs. For example, in Japan, they
will often feature tatami mats, a
traditional Japanese floor covering.

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 Apple
 The most successful global brand of
our time, we can all learn a thing
from Apple.

 When it comes to its products, the

company has opted for a one-size-
fits-all strategy, with iPhone design
identical regardless of region.

 The customer service protocol of

each of its worldwide stores is
tailored to suit local tastes and,
despite having the same look and
feel regardless of location, the
content on the Apple site is carefully
translated and localised for
international audiences.

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• Airbnb
 When Airbnb was first launched, the brand
faced a big challenge: convincing people
around the globe that staying in a
stranger’s home isn’t weird or scary.

 The company has experienced remarkable

global success – it now has listings in over
190 countries.

 Key to Airbnb’s global strategy

is dedicated localisation
department responsible for making the site
accessible around the globe, as well as
local storytelling – essential for
developing trust and a sense of community
between hosts and travellers.

 The brand has also introduced a universal

symbol as its logo – the Belo – which
symbolises ‘belonging’ no matter where
you are in the world.

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 Advantages of Global Advertising :
Global branding and advertising can help you market
your product or service in many different countries around the
world.
 Consistent:
 Creating a global branding and advertising program enables you
to communicate consistent messages to customers in all your
export markets.
 Consumers now receive marketing messages from a huge
number of different sources, so delivering a consistent message is
the most effective way to reach consumers.
 Risk:
 You can reduce the risk in developing a global campaign by
building on branding and advertising strategies that deliver
successful results in your domestic market.
 Building an existing brand progressively, market by market, is the
safest and most cost-effective way to create a global brand.
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 Localization:
It's important to understand and respect the language, cultural and business
differences in individual territories by adapting your communications to
meet local preferences -- a process called localization.
 Leadership:
To ensure success, you need to monitor the success of the campaign in each
market with the aim of establishing brand leadership across all key
territories.
 Management:
Running a consistent global branding and advertising program reduces the
cost and complexity of managing your campaigns . By developing a single
global branding and advertising strategy, you can reduce the number of
agencies you use and eliminate duplicate costs.
 Media:
The changing pattern of media makes it easier to develop affordable global
campaigns. The emergence of social media and when consumers in different
countries search the Web, they receive the same consistent branding
message from your website wherever they are located.

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 Pros of Global Advertising :
 You Can Reach a Broader Target Market :
Almost anywhere in the world, you might be able to find
someone who wants to buy your product. From a sheer
numbers perspective, the more people you can reach, the
more likely you’ll find customers who have a need for
what you sell.
 Beat Your Competitors :
Let’s say you sell these really amazing coconut-infused
double-chocolate cookies. But the bakery down the street
offers almost the same kind of dessert. If you’re global
and he’s not, you’re going to sell more cookies .
 Build Some Global Relationships :
In addition to a network for your products and services,
a global marketing strategy gives you and your company
some global networking opportunities. And you never
know how one connection could lead to another like
global partnerships.
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 Cons of Global Advertising :

 There may not be a market for what you sell :

Cultural, economic and governmental barriers may mean even your
most amazing products might not be well received in other countries.
 A Greater Financial Risk:
If you only scale your marketing upward to reach a global audience, you
could go broke before you see any return on your investment. Lot of
time, energy, research and allocation of resources should be made. If you
don't plan well, you could lose money fast.
 Different Rules:
What’s allowed from a marketing perspective in the U.S. may not be
allowed in other countries, and mistakes could be costly.
For example, although Google is the top international search engine and
a platform on which you may want to advertise, it can vary by country.
There are also other platforms, like Baidu (China) and Yandex (Russia)
where you may want to advertise, but you'll need to learn how.

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