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25 Cards in this Set
- Front
- Back
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Globalization
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the increasing internationalization of economic life and effects on trade, nat'l sovereignty, laws and regulations, the mass media, and cultural identity
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Globalization began
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1870- Mueller
1500s- Frith and Mueller |
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3 phases of globalization
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1870-1914; transportation tech, lower tariff, mass production
1945-1980; IMF and GATT 1980-now; transportation and communication tech |
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Roots of Globalization
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Colonization, colonialism, mercantilism
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Earliest global co's
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The British and Dutch East India Co's
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Why did globalization go internat'l and later global
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To follow clients
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Why did co's go overseas
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a- Saturated Domestic Markets
b- Higher profit margins in foreign markets c- Increased foreign comp. in domestic markets |
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When did US start following their clients overseas
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US ad agencies started early 1900s; 1960= yr of decision, a major decade of internat'l expansions of multination corp's and their ad agencies
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Magic secret of Advertising
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Spreading image of the "good life"
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Emerging new markets
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EU, CIS, China, Canada/Mexico
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Values
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Shared ideas about what is morally right and what is desirable or what "ought to be"
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Cultural Values
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governing ideas and guiding principles for thought and action
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Context
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Narrow: parts of a discourse that surrounds a word or passage and can throw light on its meanings
Broad: interrelated conditions in which something exists or occurs |
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Implications of high and low context cultures for advertising
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Verbal messages are extremely important in low context cultures,
ppl of high context cultures are adept in reading non-verbal messages |
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4 types of studies
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1- Comparing Eastern and Western cultures
2- Focusing on ads for one product 3- Focusing on one cultural value imp. to internat'l advertising 4- Focusing on similar cultures |
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Research Methods
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a- Data Collection
b- Coding instrument |
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IMC
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Integrated Marketing Communications, Don Shultz, 5 steps-
1. Identify consumers 2- Valuing Customers 3- Creating and Delivering messages/ incentives 4- Estimating returns on customer investments 5- Evaluating, revising and recycling |
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Centralization
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High level of head office control
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Decentralization
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Decisions made by local managers in foreign markets
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Combination Approach
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Some promotional decisions made by headquarters while others are left up to local managers, aka "Pattern Advertising," Centralization of the the "what" in a campaign and localization of the "how"
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Agency Selection
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a- Domestic Agencies
b- In-House Agencies c- Internat'l/Transnat'l Agencies d- Foreign Local Agencies |
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Top Advertisers
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1. P&G
2. Unilever 3. General Motors/ L'Oreal |
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Top Advertising Groups
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(Agencies)
1. Omnicom (US) 2. WPP/Interpublic (UK/US) 3. Publicis Group (France) |
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Top Global Agency Brands
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1. BBDO Worldwide
2. McCann- Erickson Worldwide 3. J. Walter Thompson |
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Big Names
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Omnicom=BBDO, DDB
WPP= J. Walter Thompson, Ogilvy and Mather Interpublic= McCann-Erickson, FCB Publicis= Publicis, Saatchi&Saatchi |
