Strategic Global Marketing & PR: Industry Insights
Global Marketing & Business Fundamentals
Company Growth & Market Advantage
As companies recognize and embrace new concepts, their market advantage generally increases.
Promotional Mix Elements
Advertising, public relations, and other forms of communication are key components of the Promotion mix.
Global Company Marketing Advantage
A global company possesses a critical marketing advantage due to its extensive reach and scale.
Leading Product Category & Brand Example
An example of a leading product category and company pairing is coffee bars/Starbucks.
Advertising’s Psychological Value
Because advertising is often designed to add psychological value to a product, it influences consumer perception beyond functional benefits.
Brand Identity & Design Expertise
Landor Associates, a company specializing in brand identity and design, has worked with iconic brands such as Coke.
Top Global Advertisers (2011)
Which company ranked number one worldwide in terms of advertising spending in 2011? Procter & Gamble.
Top European Advertisers (2011)
Which company ranked number one in Europe in terms of advertising spending in 2011? Unilever.
Unilever & P&G: Shared Success
What do Unilever and Procter & Gamble have in common? Both companies rank high in terms of global market share and advertising expenditure.
Communication Barriers in Global Marketing
A company’s efforts to effectively communicate can be hindered if the message is only in one language, limiting its global reach and impact.
Competitive Advertising Challenges
Competitive advertising may impair the effectiveness of a message if it causes the message to get distorted by noise, making it harder for the audience to receive clearly.
“Pattern Advertising” Definition
“Pattern advertising” is the phrase global marketers use to describe ads that use a common template but allow for local adaptation in execution.
Global Marketing Terminology: Pattern Advertising
In the language of global marketing, “pattern advertising” is the phrase used for a standardized advertising approach with localized elements.
Elements of Pattern Advertising
When the subheads and body copy of an advertisement are localized, but the overall visual and strategic elements are consistent, this is an example of pattern advertising.
Standardized Print Campaigns & Stereotypes
Standardized print campaigns can be used effectively across markets, but care must be taken to avoid stereotype advertising, which can be culturally insensitive.
Leading Advertising Organizations (2012)
According to data published by Advertising Age (2012), the top advertising organization worldwide was WPP Group.
Leading Advertising Agencies (2012)
According to data published by Advertising Age (2012), the top advertising agency worldwide was Dentsu Inc..
Advertising Agency Selection: Key Considerations
In selecting an advertising agency, all but one of the following are key considerations: franchise or company-owned status.
Japanese Companies & Global Agencies
Japanese companies are less inclined to designate global agencies, often preferring local or regional partners for their advertising needs.
Brand Awareness & Buyer Perception
The kind of brand awareness a company seeks is closely tied to buyer perception and how consumers view the brand in the marketplace.
Advertising in Specific Industries & Regions
Tobacco Advertising Significance
The significance of tobacco advertising is highlighted by the fact that five million people worldwide die annually from tobacco-related illnesses.
China’s Cigarette Market Potential
The country which has massive potential for cigarette manufacturers, despite increasing health regulations, is China.
Memorable Advertising Campaigns: “Legs”
Some of the world’s most memorable advertising campaigns are said to have “legs,” meaning they have enduring appeal and adaptability across time and markets.
Tobacco Companies in Central Europe
Tobacco companies in Central Europe face challenges due to a desire to comply with EU entry requirements, which often include stricter advertising regulations.
The Selling Proposition Defined
The advertising promise that captures the reason a consumer should buy a product is known as the selling proposition.
McDonald’s Global TV Appeals
In many parts of the world, McDonald’s utilizes TV advertising with strong emotional appeals to connect with diverse audiences.
Humor in Advertising: Emotional Appeals
Ads that tickle the funny bone of the intended audience often use emotional appeals to create a positive association with the brand.
Creative Execution in Advertising
The choice between demonstration, slice-of-life, fantasy, or musical advertising is part of the creative execution phase of campaign development.
IKEA’s Global Campaign Strategy
A recent global campaign for IKEA, the Swedish retailer, primarily used an emotional appeal to resonate with customers worldwide.
Role of an Art Director in Advertising
In advertising, a(n) art director is an agent who chooses graphics, images, and other visual elements for an advertisement.
Defining “Copy” in Advertising
The words that are the spoken or written communication in an advertisement are called the copy.
Cultural Sensitivity: McDonald’s in Southern China
In Southern China, McDonald’s is careful not to use the number four in its marketing because the word “four” is pronounced similarly to the word for “death” in some Chinese dialects, which could be perceived negatively.
Media Dominance: Germany & Brazil
Regarding media consumption in Germany and Brazil, which of the following is true? Television is the leading medium in Brazil.
Top Advertising Spending Nations
The United States and Japan are the two top-ranked countries in terms of advertising spending.
Advertising Restrictions: Saudi Arabia
In which country are global marketers likely to encounter significant restrictions on advertising specific products like alcohol? Saudi Arabia.
U.S. Ad Content Focus
U.S. advertisements typically contain more price information compared to advertisements in many other countries, which may focus more on brand image or features.
Public Relations & Corporate Communication
Public Relations Role in Promotion
Public relations is the promotional mix element most closely associated with activities designed to build a positive corporate image and manage unfavorable rumors.
Public Relations Department Functions
One task of the public relations department is to foster goodwill and understanding between an organization and its publics.
Control Over Media Coverage
Generally speaking, a company has little control over media coverage of its activities, except through corporate advertising, which allows for direct messaging and image shaping.
Brands Facing Public Scrutiny
What do Ford Motor Company, Coca-Cola, and Nike have in common regarding public perception? They have all received a great deal of public scrutiny and faced significant public relations challenges.
Boeing 787 PR Challenges
Fires caused by faulty lithium-ion batteries on the new Boeing 787 Dreamliner created significant public relations problems for the company, impacting its reputation and stock.
Garment Factory PR Crises
Fires and collapsed buildings at garment factories in developing countries often lead to major public relations problems for the brands sourcing from them, raising ethical concerns.
Advocacy Advertising Example
Japan’s Fuji Photo Film asked its advertising agency to create ads that highlighted the company’s commitment to environmental protection. This is an example of advocacy advertising.
Foxconn & Apple’s PR Challenge
Suicides by employees at Chinese supplier Foxconn created a major public relations challenge for its primary client, which was Apple, due to concerns about labor practices.
Image Advertising for Brand Identity
Even in the face of tough and growing competition, companies often use image advertising to build a strong brand identity and differentiate themselves in the market.
Global Public Relations Trends
Which of the following most accurately describes the current state of global public relations? Expenditures on PR are increasing, reflecting its growing importance.
Polycentric PR Approach
A company adopting a polycentric approach to worldwide public relations tailors its PR efforts to local markets, recognizing and adapting to cultural differences.
China-U.S. Trade Relations & PR
China’s ongoing trade-related friction with the United States could benefit from a better PR effort to manage perceptions and foster understanding between the two nations.
Ethnocentric PR Approach
A company that is ethnocentric in its approach to public relations applies its home-country PR strategies globally without significant adaptation, potentially leading to cultural missteps.
Traditional Communication in Developing Countries
In developing countries, such as Ghana, traditional communication channels often include dance, songs, and storytelling, which are vital for reaching local communities effectively.