Global Advertising is defined by the Oxford University Press 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. It sounds a lot like international advertising or like the two are exactly the same but here are the differences. 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.
Global advertising is used by huge chain stores that sell only certain products. They usually wont bring anything different or new to the store near to you that might cater to a certain religion or cultural group, because they are based somewhere else. They usually wont bring in cultural foods or products, just because they are a general store. They sell the same exact products all over the world and the exact same things in every single store.
When you start off your business you usually start off with just one store or location and in your immediate area. Then you expand. When you are ready to expand and to start selling your products in different countries look at your product and how to want to portray it. Look at the pros and cons for global marketing versus international advertising and decide which would be better for your company and product
Global advertising strategy
An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services. This strategy, when built in a rational and intelligent manner, will reflect other business considerations (overall budget, brand recognition efforts) and objectives (public image enhancement, market share growth) as well.
The key is creative and flexible planning, based on an in-depth knowledge of the target consumer and the avenues that can be utilized to reach that consumer.
1.promote awareness of a business and
2. its product or services
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 consumer.
Top Advertising Strategies
Appeal to Emotion
they generally will issue a promise that the product will serve a certain function of purpose. This function or purpose can satisfy the person’s emotional need in the following areas:
- Belonging to a certain group or feeling accepted.
- The promise to feel secure.
- The promise to feel attractive.
- The promise of self-acceptance
Many advertisers will associate their products with things that people want out of life, such as: luxury, wealth, fame, beauty, family, or love. They ensure that by using their product, you will be able to fulfill these areas of your life.
Fear
Fear is a very common persuasion method for many people. A company or business will suggest that, if you do not buy their product or service, certain terrible things can or will happen to you. Companies note that people fear the following things:
- Being unattractive, reject, teased, or feeling unsafe.
There are plenty of products that promise to get rid of things such as: body odor, fat, or unwanted hair. And all of these things can help a person feel more attractive and accepted.
The Ideal Family
In commercials or on build boards, generally, the family you will see will be full of attractive people who appear to be getting along with each other perfectly. This is a popular advertising strategy to show an “ideal family”, in hopes that people will believe that the certain product or service will give them the ideal family as well.
Cool Factor
We all want to feel cool, and advertisers know this. Companies will try to convince you that if you do not use their product, you simply will lose cool points or not have a “cool factor”. For instance, maybe you will not fit in, you will not have friends, or you will not be accepted. Advertisements always show people who appear hip and cool doing hip and cool looking things.
Amazing Toys
When you were growing up, you probably remember toy commercials with toys doing things that they might not exactly be able to do. Many companies display their toys doing incredible things that the product is not actually capable of. For instance: cars doing wheelies, dolls crying or moving by themselves, or airplanes doing loops and twirls in the air.
Weasel Words
Advertisers are required by law to tell the truth in their advertisements. However, they tend to use certain words or phrases that are meant to help mislead viewers. For instance, words such as: natural, new, part of, or because we care are common deceptive words and phrases used in advertising.
Put Down
In advertising, if a company is not sure how to make their product stand out, they will resort to putting down some of their competition or a competitor to try to make themselves look better.
Heart Strings
This is an advertising strategy similar to appealing to emotion. This is when a company will use separate forms of media to create an emotional mood to draw you in and make you feel good. For example, cute pictures of children or babies, or cute little animals can pull on anyone’s heart strings and appeal to their emotion.
Cute or Cool Celebrities as Product Pushers
There are a wide variety of characters or people that you might associate with certain products. Think of your favorite childhood cereals, such as Tony the Tiger or Toucan Sam from Fruit loops. All of these “celebrities” are a type of advertising strategy to get children and adults to associate a certain image with a product.
Togetherness
We all want and hope for the perfect family, and an easy advertising strategy for companies that deal with a family product is to show both parents and children having fun together. This demonstrates a sense of togetherness and community in that a product is capable of providing fun and happiness for children and adults alike.
Facts and Figures
Companies will also use certain facts and statistics to make a product or a service appear more credible and reliable.
Star Power
Plenty of celebrities, sports heroes, and teenage heartthrobs are recruited by companies or brands to help them sell and give credibility to a product. There are many food products and clothing lines with celebrities as spokes people. This is a strong advertising strategy for children, especially, who sometimes might not realize that their celebrity idols are getting paid to endorse a brand or product.
Bandwagon
No one wants to feel left out, and advertisers know this. Look out for advertising strategies with slogans that encourage you to, “Join the crowd!”, “Do not be left out”, or “Everyone is doing it – so can you”. This is an encouragement for people to hop on the bandwagon.
Excitement
In commercials, bill boards, or on other types of advertisements, you hardly see anyone who does not look like they are having the time of their lives doing whatever they are doing. Even if it is simply eating a hamburger, you better believe that it is the best part of their day. A popular advertising strategy is excitement in the faces of the people in the ad, commercial, or bill board.
Scale
It happens far too often—you see an advertisement or bill board for a drink, a hamburger, or other item and when you do go out to buy it, the product ends up being half the size of what you expected. This is an example of scale, when the advertiser makes a product look bigger or smaller than it actually is.
Sound
In many commercials, advertisers use music or other sound effects to make a product seem more appealing. For instance, sound can make toys appear more life-like than they actually are. Music can also add hints of excitement and joy to a product and its appeal.
Selective Editing
In commercials for advertising, there is a lot of selective editing and omission that goes into the process. For example, if it is a commercial for a basketball and the commercial shows players making perfect throws and making all their baskets, there is a good chance that any misses have been carefully edited out from the footage. Generally, advertisers and companies will not give you the full story about their product.
Sex Appeal
Far too often we see beautiful women with perfect bodies or handsome men with chiseled six packs advertising or promoting a product or brand. This advertising strategy is known as sex appeal. The sex appeal strategy used by advertisers or companies will appeal to the raw emotion of an individual. Sex appeal is commonly used for products such as: beers, champagne, shaving cream, toothpaste, underwear, lingerie, or perfume.
Gender Appeal
There are certain products that have brands which are promoted to cater to either females or males. Take cigarettes for instance. Some popular male-oriented cigarette brands are: Marlboro cigarettes or Lava. Female-geared cigarette products include Virginia slims. Interestingly enough, advertisements and advertising strategies are geared more towards the female gender because make up around 80% of household buying decisions.
Time of Day
For commercials, you will notice that certain commercials play at certain times of the day. For example, advertisements for Subway promoting sandwich items will usually play around lunch time. NyQuil, on the other hand, which is a night time remedy, will appear on television in the evening hours. People are more likely to pay attention to products or advertisements that they need during that time.
Benefits of an Advertising Strategy
Here are some reasons as to why a company, small business, or individual would want to implement an advertising strategy into their business plan.
- Product Introduction: Say you or your company has just developed a product. There is no better way to get the word out there to the public than by advertising. You can use advertising to tell others the features, benefits, and highlights that the product has to offer. Additionally, you can note any special promotions or pricing.
- Brand Reinforcement: People lose interest and tend to forget things easily. By using advertising as a way to reinforce and remind people about your brand, you will be creating a stronger image to the public. This can work as a long-term advertising or marketing strategy.
- Clearing the air: Certain products can come with certain misconceptions. As a company, you do not want your product or brand to hold any negativity in the eyes of consumers. If there is any lack of information or knowledge, advertising can allow you to explain your product, its features, and benefits to clear the air.
- Product Upgrades or Improvements: If you want to introduce new improvements to an existing product, advertising can help you demonstrate to the public how a product has changed and highlight its new features
The following elements of the advertising strategy need to be considered:
1.target audience, 2. product concept, 3. communication media, and 4.advertising message. These elements are at the core of an advertising strategy, and are often referred to as the “creative mix.”
Prime Considerations in Global Advertising Strategy
PEST
TARGET CONSUMER
PRODUCT
COMMUNICATION MEDIA
ADVERTISING MESSAGE
ART WORK AND LAYOUT
ADVERTISING BUDGET
PUSH STRATEGY
PULL STRATEGY
What is the difference in global advertising and International advertising?
Global advertising and international advertising are two distinct geographical ad strategies used by companies that conduct business globally. Global advertising is an approach where the same general message is applied in all countries. International advertising is a strategy where you tailor your ad messages to each country.
Global advertising advantage
A primary benefit of a global approach is cost savings, which is especially important for smaller global companies. Since you don’t have to redesign and redevelop your advertising concepts for different regions and cultures, you save. Consistency is another pro of global ads. By delivering your same message in the same manner in each country, you reinforce your main brand and product messages. This helps improve word of mouth as well, since people in different parts of the world can share in their understanding of your brand.
Global advertising disadvantages
Global advertising limits your ability to distinguish different product uses in different countries. It also doesn’t work well if your brand messages wouldn’t impact or work with a particular audience. One big-box chain struggled to take its low-cost business model to Germany and other parts of Europe, where workers were already part of unions, and the appetite for the chain’s low-cost processes and products wasn’t as great. Social acceptance also varies, which global advertising doesn’t account for.
International advertising advantage
Global advertising limits your ability to distinguish different product uses in different countries. It also doesn’t work well if your brand messages wouldn’t impact or work with a particular audience. One big-box chain struggled to take its low-cost business model to Germany and other parts of Europe, where workers were already part of unions, and the appetite for the chain’s low-cost processes and products wasn’t as great. Social acceptance also varies, which global advertising doesn’t account for.
International advertising disadvantages
The cost is the biggest drawback of redoing your ad messages for individual markets. To get the best design and execution, you typically have to work with local ad experts who understand the culture, market needs and product usage. Production costs for new radio and TV commercials and print ads in each market can get quite expensive. The potential for inconsistency is also a drawback, but the general premise with this approach is that different countries already have an inconsistent use or understanding of your brand.
International Trade 