Presentation on theme: "Global advertising has developed in terms of Production: From technology, as many years ago when something was made it took ages to produce as they did."— Presentation transcript:
Global advertising has developed in terms of Production: From technology, as many years ago when something was made it took ages to produce as they did not have internet access etc. Everything was mostly printed or just a camera videoing. For example - the admiral cigarette advert, there is a man rolling the printed advertisement, whereas today you have text on adverts and voice overs rather than a man rolling the print. Global advertising in terms of distribution is better today than many years ago as the different media they had was posters,billboards, tv adverts wheras today we have fast internet access where there are ads on side of pages, pop ups also on videos on youtube they have advertisements, we have TV which always has different adverts although a disadvantage of on demand tv people can skip and fast forward adverts.
Nike is a international global product. Although it advertises to different countries some of its advertisements are aimed at individual countries such as this Wayne Rooney billboard advert. As he is an icon from the England football team, it shows its advertised at English people.
Nike, who have been outgunned by Adidas in the marketing stakes so far at this years World Cup, have displayed the image on a huge billboard on the M4 motorway in England. It is set to cause controversy as it depicts footballer Rooney, arms stretched wide, as if he were adorned on a crucifix. The image goes further by emulating blood on Rooneys face and body in the shape of a cross, a St Georges cross. Nike are unable to advertise within any of the World Cup football stadiums, as Adidas are the official sponsors. Adidas also sponsor the match balls and the referees kits. Therefore Nike have to rely on other ways to market their sportswear and football boots. Nike know this poster will cause controversy and gain press coverage, thats why they decided to just do it.
An example of a Nike global advertising campaign:
The international company uses different advertising techniques to appeal to different countries. They reflect cultures in their advertisements to appeal to the wide target audience. This ad has been designed for china as the artwork reflects this whilst promoting the brand and icons the Cleveland basketball team.
Reebok is a globally advertised in western countries but advertises differently for different countries. For example, England is known for its beer drinking men so Reebok has a advert filmed in the streets of England and it says at the end of advert lose the beer belly so its specifically aimed at a male English audience.
According to the latest research conducted by InMobi, the world's largest independent mobile advertising network, Nokia's phone operating system has captured almost 50% of the global mobile advertising market, more than its overall industry market share and ahead of Apple.
Nokia launched a global ad campaign in October 2008 involving more than 3,000 pieces of content, from Facebook posts and text messages to TV ads, giving the public the chance to follow in real-time the mobile-centric lives of three twenty-somethings. The concept behind the campaign was that in a digital age a mobile phone can provide a window into someone's entire life. - mobiles are an essential part of the modern world, and Nokia, through global ads like this, has become the most well known international brand.
It is thought to be the biggest international marketing push ever launched by Smirnoff owner Diageo, which owns global brands such as Guinness, Johnnie Walker and Baileys, and includes a global tie-up with MTV, nationwide events and heavyweight TV and multimedia advertising. Radio 1 DJ Zane Lowe fronts Smirnoff's UK ad campaign as part of mission to find best nightlife experiences around the world:
The Smirnoff BE THERE ads are shown on television, in cinemas, and through viral marketing. The campaign kicks off this week with TV advertising calling on consumers around the world to visit a Smirnoff Facebook page to submit ideas that sum up the best night out from their country. The Facebook page already has over 2million followers, from all around the world, promoting the brand through social networking.
The 14 countries: Great Britain, Brazil, Australia, South Africa, Lebanon, Canada, Poland, Thailand, Venezuela, United States, Argentina, Germany, India and Ireland all participating in the exchange, which will premiere simultaneously on November 27, 2010, make Smirnoff a huge example of modern, global advertising. To build wider publicity Smirnoff is also launching a blogger outreach programme and is aiming to tap into mobiles with its own channel Smirnoff.mob. The tie-up with MTV will see on-air and online coverage of each stage of the project.