| front |
back |
revisions |
lasted changed by |
history |
| Asia has differnt... |
business, cultures, and attitudes |
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samanthatamara Tue, 29 Sep 2009 19:40:18 GMT |
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| Ikea |
doing in their way, market by market, same general face/attitude, central control of content and quality |
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samanthatamara Tue, 29 Sep 2009 19:40:18 GMT |
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| McDonalds- the perfect glocal |
uses few agencies, but with one look and a customized voice |
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samanthatamara Tue, 29 Sep 2009 19:40:18 GMT |
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| adv tactical changes (laffey) should include: |
be more attuned to creativity but also individuals |
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samanthatamara Tue, 29 Sep 2009 19:25:55 GMT |
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| Be more __________ managed, but cater to the ___________. |
globally; individual |
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samanthatamara Tue, 29 Sep 2009 19:25:55 GMT |
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| Lafley's 2 points of contact |
contact sales & point of usage |
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samanthatamara Tue, 29 Sep 2009 19:25:55 GMT |
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| problem with stengal |
too many points of contact; over saturation |
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samanthatamara Tue, 29 Sep 2009 19:25:55 GMT |
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| Stengal follows ________________ model |
direct marketing |
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samanthatamara Tue, 29 Sep 2009 19:09:08 GMT |
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| Stengal's 4 standards |
ｷ Holistic Marketing
ｷ Permission Marketing
ｷ Better Measurement
ｷ More Experimentation |
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samanthatamara Tue, 29 Sep 2009 19:09:08 GMT |
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| The key elemnts that contribute to NIKE's consistent face is... |
a strong sense of knowing who the brand is and knowing the local customer |
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samanthatamara Tue, 29 Sep 2009 19:09:08 GMT |
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| Key Multinational advertiser trends |
accountability, productivity |
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samanthatamara Tue, 29 Sep 2009 19:09:08 GMT |
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| best pure contact is |
tv |
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samanthatamara Tue, 29 Sep 2009 18:46:58 GMT |
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| influence affected by... |
category involvement |
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samanthatamara Tue, 29 Sep 2009 18:46:58 GMT |
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| unbranded and point of sales... |
most influential media |
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samanthatamara Tue, 29 Sep 2009 18:46:58 GMT |
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| overall new media problem? |
over exposure/saturation |
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samanthatamara Tue, 29 Sep 2009 18:45:17 GMT |
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| problems with the internet |
running out of space |
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samanthatamara Tue, 29 Sep 2009 18:45:17 GMT |
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| More broadband and more mobile means... |
Potential for higher profits and higher definition and quality and opportunities to do more with the media |
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samanthatamara Tue, 29 Sep 2009 18:45:17 GMT |
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| Growth in BRIC |
Brazil, Russia, India, China |
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samanthatamara Tue, 29 Sep 2009 18:45:17 GMT |
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| the internet is internationally exploding... |
• Emerging markets have emerged
• Broadband is Growing
• Mobile - centric
• Innovation accelerating --ex-U.S. |
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samanthatamara Tue, 29 Sep 2009 18:33:38 GMT |
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media is more global in.....
less global in... |
old markets
new markets |
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samanthatamara Tue, 29 Sep 2009 18:33:38 GMT |
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| Purse Strings (client) holdups |
few global media vehicles, lack consistent high quality research = frustration |
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samanthatamara Tue, 29 Sep 2009 18:33:38 GMT |
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| 3 media owners |
DISNEY, NEWSCORP, BBC, NYT, TIMEWARNER |
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samanthatamara Tue, 29 Sep 2009 18:33:38 GMT |
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| media owners overcoming political/bureaucratic barriers |
more difficult bc of free speech and cultural contamination issues; case by case |
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samanthatamara Tue, 29 Sep 2009 18:25:39 GMT |
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| media owners overcoming cultural barriers |
one size fits all; local pops up; layer national with regional and local |
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samanthatamara Tue, 29 Sep 2009 18:25:39 GMT |
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| 3 global issues of media owners |
1. Cultural Barriers
2. Political/Bureaucratic Barriers
3. Commerce/Content Marriage |
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samanthatamara Tue, 29 Sep 2009 18:25:39 GMT |
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| buyers and planners's new target concept |
1.Planning skills up front
2.Results back end measurement experience
3.Media: equal, stand alone, partner |
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samanthatamara Tue, 29 Sep 2009 18:25:39 GMT |
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| Media Buyers & Planners drove changes in media planning... |
bc of new model/tools & mentality |
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samanthatamara Tue, 29 Sep 2009 18:10:02 GMT |
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| Media Buyers and Planners |
used to be agency supplied with few options; 90's- overwhelming choices with target and delivery; media independents rose and divorced from creative agencies |
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samanthatamara Tue, 29 Sep 2009 18:08:46 GMT |
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| 3 parts in media world (interrelated) |
1. Media Buyers and Planners
2. Media Owners
3. Advertiser Media Departments |
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samanthatamara Tue, 29 Sep 2009 18:08:46 GMT |
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| Media is a complex changing world... |
1. Multiple contact points
2. Multiple players/Facets
3. The consumer is in charge
4. Research still catching up |
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samanthatamara Tue, 29 Sep 2009 18:08:46 GMT |
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| 3 parts of industry structure |
global advertising agencies, multinational advertisers, media |
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samanthatamara Tue, 29 Sep 2009 15:39:39 GMT |
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| Global + Local = |
Truly “Glocal” |
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samanthatamara Tue, 29 Sep 2009 15:39:39 GMT |
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| Short Term + Long Term Accountability = |
New Measurement Metrics for media + usage |
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samanthatamara Tue, 29 Sep 2009 15:39:39 GMT |
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| Consumer Insights At Sale and Usage +Pre sale = |
New tracking Techniques |
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samanthatamara Tue, 29 Sep 2009 15:39:39 GMT |
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| 2. Data Base/Internet + new role for Mass Media = |
New convergence > generated channel planning |
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samanthatamara Tue, 29 Sep 2009 15:37:12 GMT |
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| In the future, why do we need a new model? |
consumers are in control and "media" is redefined |
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samanthatamara Tue, 29 Sep 2009 15:37:12 GMT |
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| 2000s- two types of planning |
account/creative & channel |
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samanthatamara Tue, 29 Sep 2009 15:37:12 GMT |
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| 2000's- two types of accountability |
client & stakeholder (agency) |
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samanthatamara Tue, 29 Sep 2009 15:37:12 GMT |
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| How agencies operate-- traditionally tactical roles |
global coordination |
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samanthatamara Tue, 29 Sep 2009 15:32:55 GMT |
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| How agencies operate-- traditionally 3 strategic roles |
architect, brand guardian, and consumer consultant |
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samanthatamara Tue, 29 Sep 2009 15:32:55 GMT |
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| Other 3 |
Havas (laggard), Dentsu (non-global global), Hakuodoh (Dentsu jr) |
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samanthatamara Tue, 29 Sep 2009 15:32:55 GMT |
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| BIG 4 Agencies |
Omnicon (big, creative), WWP (profitable, business like), Interpublic (originator, problem child), Publicis (new kid, media power house) |
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samanthatamara Tue, 29 Sep 2009 15:32:55 GMT |
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| The Advertising world is getting smaller ... with fewer, large companies, agencies and media as global forces due to ________, _____________, and __________. |
consolidation (for conflict management), concentration for efficiencies, diversification for power and growth. |
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samanthatamara Tue, 29 Sep 2009 15:11:19 GMT |
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| local |
almost total national autonomy |
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samanthatamara Tue, 29 Sep 2009 15:11:19 GMT |
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| glocal |
various degrees of adaptation of a common campaign idea |
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samanthatamara Tue, 29 Sep 2009 15:11:19 GMT |
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| Global |
tightly controlled and coordinated at one end (brand positioning) |
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samanthatamara Tue, 29 Sep 2009 15:11:19 GMT |
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| Global/Local Paradox |
someone who thinks globally is still a product of their own culture |
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samanthatamara Tue, 29 Sep 2009 14:57:10 GMT |
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| Students in majors cities are BICULTURAL- |
part of a global culture and community... even though geo politics ,ethics, law (and language) are still distinct. |
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samanthatamara Tue, 29 Sep 2009 14:57:10 GMT |
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| Adv globally is increasingly dominated by multinational _______, ________, and ___________. |
advertisers; agencies; media |
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samanthatamara Tue, 29 Sep 2009 14:57:10 GMT |
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| The world is growing smaller bc of growth in______, ____________ (information/entertainment), and individual ______. |
transportation; communication; wealth |
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samanthatamara Tue, 29 Sep 2009 14:57:10 GMT |
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| Global/Local Paradox |
someone who thinks globally is still a product of their own culture |
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samanthatamara Tue, 29 Sep 2009 05:36:05 GMT |
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| Students in majors cities are BICULTURAL- |
part of a global culture and community... even though geo politics ,ethics, law (and language) are still distinct. |
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samanthatamara Tue, 29 Sep 2009 05:36:05 GMT |
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| Adv globally is increasingly dominated by multinational _______, ________, and ___________. |
advertisers; agencies; media |
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samanthatamara Tue, 29 Sep 2009 05:36:05 GMT |
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| The world is growing smaller bc of growth in______, ____________ (information/entertainment), and individual ______. |
transportation; communication; wealth |
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samanthatamara Tue, 29 Sep 2009 05:36:05 GMT |
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| Global/Local Paradox |
someone who thinks globally is still a product of their own culture; cna't think globally, can act globally... but you still think in terms of your culture |
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samanthatamara Tue, 29 Sep 2009 04:28:08 GMT |
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| Students in majors cities are BICULTURAL- |
part of a global culture and community... even though geo politics ,ethics, law (and language) are still distinct. |
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samanthatamara Tue, 29 Sep 2009 04:05:24 GMT |
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| Adv globally is increasingly dominated by multinational _______, ________, and ___________. |
advertisers; agencies; media |
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samanthatamara Tue, 29 Sep 2009 04:05:24 GMT |
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| The world is growing smaller bc of growth in______, ____________ (information/entertainment), and individual ______. |
transportation; communication; wealth |
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samanthatamara Tue, 29 Sep 2009 04:05:24 GMT |
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