International advertising


Global advertising or international advertising consists of collecting, processing, analyzing and interpreting information. There are two main purposes of international advertising research: to assist business executives to make profitable international advertising decisions for their specific products and services and to contribute to general knowledge of international advertising that is potentially useful to a variety of business executives, educators, government policy makers, advertising self-regulatory organizations and others interested in understanding the process and effects international advertising.

Beginnings/makings

In the first 30 years of the 1900s, especially in the prosperous 1920's, increasing numbers of European and US manufactures sold branded consumers or industrial products outside their home countries. Some of them utilized "export advertising agencies". Most such agencies depended primarily on foreign agencies either to modify domestic campaigns or to initiate entirely new campaigns, whichever was appropriate from their clients' point of view. Export agencies and their foreign affiliates serving international industrial advertisers tended to translate and adapt domestic advertising materials for use abroad. Agencies serving international advertisers of consumer products tended to depend somewhat more on foreign correspondent agencies to develop localized advertising campaigns appropriate for their particular markets.
Between 1930 and the mid-1950s the number of export or international advertising agencies declined. In 1958 in the USA six full-service advertising agencies and a handful of export/international advertising agencies were capable of providing international services for their US clients.These six accounted for more than 90% of all international billings of US agencies. Into the 1960s most exporters and manufactures with foreign subsidiaries necessarily continued to utilize local foreign advertising agency services available in the countries in which they did business.In the 1970s and 1980s many consolidations and mergers led to the emergence of large international media buying organizations and large holding companies consisting of groups of international advertising agencies. From the 1980s onward, advertising practices within domestic advertising agencies in Europe and the USA continued to improve.

Global advertising strategy

is one of the most influential brands in the world. Their journey highlights a unique advertising strategy. The Coca-Cola brand has become an ultimate symbol of globalization in the 20th century. Concerning their image, their strategy is simple: In every country of the world, the same colors, graphics, and packaging can be found.
In order to remain on the world market, the brand adopts a strong communication positioning. Coca-Cola's slogans have evolved a lot. From 1922 until the beginning of World War II, Coca-Cola's goal was to play on the "refreshing" side of the drink, to make people want to consume. Thus, from 1922 to 1938, the slogans were centered on this sentiment. During the Second World War, Coca-Cola adopted a family-oriented discourse. The goal is to meet with a family around a Coca-Cola.
After the Second World War, Coca-Cola returns to the simple values of its product: refreshment.
In 1979, the first notion of happiness is evoked in their slogan and then in 2009, the brand will unveil its most popular slogan "Open Happiness". The drink becomes the reference soda that gives the smile between friends and family.
The brand multiplies the communication operations revolving around this universe. With its latest international campaign to give bottles a name, Coca proves to the world that it is capable of deploying such a campaign and creating a global fascination with its brand. A strategy that is more than profitable because it has an impact on the packaging itself, which forces the consumer to obtain the product.
In 1982, the brand created the Coca-Cola Light. Consequently, many variations appear and show a true strategy of diversification of the product. With so many types of products, the brand is able to satisfy all types of customers. The Coca Light is especially aimed at women aged 15–35, so much so that the Coca Zero is more intended for men with its darker colors. Other variations, such as Coca-Cola Cherry or Vanilla make it possible to seduce with other tastes.
During the holiday season, Coca-Cola uses father Noel redesigned with the colors of the brand. Its goal is to attract new consumers, children. Santa Claus will be a great help to popularize the drink with young people, especially when one knows that a mascot helps greatly to attract the sympathy of the children. In addition, Santa will also allow the brand to continue communicating even in winter while refresh values are not credible during this season.
Coca-Cola is a big fan of street-marketing. With the arrival of Internet, street-marketing clearly took another dimension with the brands. Indeed, the fact of carrying out a direct marketing operation will certainly make it possible to touch the people who are "victims", but also to viralize the content easily and to a lesser extent on the internet. Coca-Cola is a very big fan of the viral operation. The aim of this type of communication is mainly to retain young people, who will be the first to be affected by the viralization of the operation.

Representative brands of China companies and their development status

Alibaba is a famous company in the world now, especially unlike the disastrous 2012 Facebook IPO on Nasdaq, Alibaba went smoothly on the New York Stock Exchange. Since IPO, Alibaba described the latest business development and strategic objectives to more than 200 global institutional investors and analysts by Jack Ma and all executives. Alibaba group set itself the longterm strategic goals of serving global 10 million profit businesses and 20 million consumers confirmed globalization, rural, big data and cloud computing these three strategies. And thus the formation of electricity providers, finance, logistics, cloud computing, globalization, networking and consumer media seven core business segments. At the same time, also pictures, health, sports, music and other aspects of the layout.
Alibaba claimed that international is not equal in foreign business and factories, is not how much money, but to have international ideas and strategies. Some Chinese enterprises have an international facility, but does not mean they are international, some companies do not have to open a company in a foreign country, it does not mean they are not international. Over the past years Alibaba has accumulated some experience, but also want to accumulate some more experience to Chinese enterprises, so that they are used to dealing with business and the world.
About fake goods and copycat products, Alibaba has its own point of view. Global brands have long been dependent on China and other low-cost manufacturing markets to boost their profit margins. China has the world's largest OEM, but has been the lack of electricity providers such shipping channels. Genuine and fake goods production may be the same plant, their products are not any better than genuine difference, but there is a better price. Brand aspects of intellectual property rights is not a problem, they face a new business model problem.

Advertising in Europe

European consumers are less confident about advertising and brand communication. Several studies show :
• Earned media, as customer recommendations, editorial content and brand content, is more effective than paid advertising,
• Confidence in traditional advertising declines,
• Trust in online and mobile advertising believes that it remains very low,
• There is a strong regional disparity
• Advertising targeting still has a long way to go.
Beyond these very findings in favor of Inbound Marketing - customers come to the company rather than the company come to them as in the traditional methods of Outbound Marketing.
European consumers are particularly skeptical of all forms of communication with the lowest score for each mode of communication compared to other geographical areas. Europeans are therefore less eager to consume than other inhabitants of the planet and much more reluctant to advertise. Marketing and communication agencies must take into account the recommendations they make to clients: more and more Inbound Marketing, but also a more objective and measured communication where consumer interest is at the center of our concerns and the strings of communication.

Common characteristics and cultural differences

Product or service offering

In global marketing, a company offers the same products and services across the board, in multiple countries. Think about banks, insurance companies and large retail chains like Wal-Mart.
In international marketing, products and services are tailored to specific countries. Think about Sharia finance products, which are only offered in Islamic countries or to Muslim customers in non-Muslim countries – or meat that is banned from Israeli or Muslim diet.

Marketing staff

Global marketing personnel tend to work at the company's headquarters and generally are a diverse group of people. They possess various skills that collectively mesh well together, and take a global view of the company's market.
Conversely, in international marketing, team members tend to hail exclusively from the same country or a country with linguistic or cultural affinity with the primary country.

Marketing budget

The budget of a global marketing team is managed directly from the corporate headquarters. For example, Nike sets a global marketing budget, which then trickles down to local offices.
In international marketing, however, budget issues are negotiated and handled at the local level, within the subsidiary. Take for example McDonald, which runs local ads, some of which you will never see in another country.