Global Advertising & Public Relations Ford’s “Global Anthem”Global Anthem 1999.

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Presentation transcript:

Global Advertising & Public Relations Ford’s “Global Anthem”Global Anthem 1999

Public Relations vs. Advertising Public relations: representing organizations to all of the organizations’ publics Advertising: creating desire and motivating demand for a product

PR & Advertising Originated to maintain the status of private & public organizations, primarily in capitalist systems Not solely Western in origin Not just corporate in purpose/sponsor Not always manipulative in role/function/intent Grounded in democracy

Media Corps. As Advertisers Dynamic between MCs and ad agencies Int’l advertising by MCs increasing Seeking to extend int’l distribution Int’l distribution  more ad revenues needed

Top 10 Advertisers (All TNCs) 1. Procter & Gamble (US) 2. Unilever (EU) 3. General Motors (US) 4. Toyota (Japan) 5. Ford Motor Company (US) 6. Time Warner* (US) 7. Daimler Chrysler (Germany-US) 8. L’Oreal Groups (France) L’Oreal 9. Nestle (Switzerland) 10. Sony* (Japan)

Trends for multinational ad agencies Global vs. contextualized products and ads Expanded range of services

Global Ad Agencies Omnicom Group Inc. (US) Clients: Daimler Chrysler, McDonald’s WPP group (UK) Clients: Unilever & Nestle Interpublic Group of Companies (US) Clients: Unilever & General Motors Dentsu Inc. (Japan) Clients: Sony & Toyota Publicis Group (France) Clients: Proctor & Gamble, Toyota

Analyzing Global Ad Agencies WST perspective ECT perspective

“Advertising has a greater role and impact on the minds, lives, values, purchasing behaviors (and thus social structure) in semiperipheral and peripheral zones than the audio or video programming or print copy these ads accompany or surround”– McPhail, p. 239.

Group Exercise: Ad Agency Strategy Teams 1. What will the message of the ad campaign be? 2. What kind(s) of media will you use in the campaign? 3. Will you use a single, global campaign, or multiple campaigns contextualized for different cultures? 4. If multiple campaigns, how will you contextualize the message?