Study International Adv (1) Flash Cards

 
Pile Management Card
International Adv (1)

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Asia has differnt...
business, cultures, and attitudes
Ikea
doing in their way, market by market, same general face/attitude, central control of content and quality
McDonalds- the perfect glocal
uses few agencies, but with one look and a customized voice
adv tactical changes (laffey) should include:
be more attuned to creativity but also individuals
Be more __________ managed, but cater to the ___________.
globally; individual
Lafley's 2 points of contact
contact sales & point of usage
problem with stengal
too many points of contact; over saturation
Stengal follows ________________ model
direct marketing
Stengal's 4 standards
ｷ Holistic Marketing
ｷ Permission Marketing
ｷ Better Measurement
ｷ More Experimentation
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
Key Multinational advertiser trends
accountability, productivity
best pure contact is
tv
influence affected by...
category involvement
unbranded and point of sales...
most influential media
overall new media problem?
over exposure/saturation
problems with the internet
running out of space
More broadband and more mobile means...
Potential for higher profits and higher definition and quality and opportunities to do more with the media
Growth in BRIC
Brazil, Russia, India, China
the internet is internationally exploding...
• Emerging markets have emerged
• Broadband is Growing
• Mobile - centric
• Innovation accelerating --ex-U.S.
media is more global in.....
less global in...
old markets
new markets
Purse Strings (client) holdups
few global media vehicles, lack consistent high quality research = frustration
3 media owners
DISNEY, NEWSCORP, BBC, NYT, TIMEWARNER
media owners overcoming political/bureaucratic barriers
more difficult bc of free speech and cultural contamination issues; case by case
media owners overcoming cultural barriers
one size fits all; local pops up; layer national with regional and local
3 global issues of media owners
1. Cultural Barriers
2. Political/Bureaucratic Barriers
3. Commerce/Content Marriage
buyers and planners's new target concept
1.Planning skills up front
2.Results back end measurement experience
3.Media: equal, stand alone, partner
Media Buyers & Planners drove changes in media planning...
bc of new model/tools & mentality
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
3 parts in media world (interrelated)
1. Media Buyers and Planners
2. Media Owners
3. Advertiser Media Departments
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
3 parts of industry structure
global advertising agencies, multinational advertisers, media
Global + Local =
Truly “Glocal”
Short Term + Long Term Accountability =
New Measurement Metrics for media + usage
Consumer Insights At Sale and Usage +Pre sale =
New tracking Techniques
2. Data Base/Internet + new role for Mass Media =
New convergence > generated channel planning
In the future, why do we need a new model?
consumers are in control and "media" is redefined
2000s- two types of planning
account/creative & channel
2000's- two types of accountability
client & stakeholder (agency)
How agencies operate-- traditionally tactical roles
global coordination
How agencies operate-- traditionally 3 strategic roles
architect, brand guardian, and consumer consultant
Other 3
Havas (laggard), Dentsu (non-global global), Hakuodoh (Dentsu jr)
BIG 4 Agencies
Omnicon (big, creative), WWP (profitable, business like), Interpublic (originator, problem child), Publicis (new kid, media power house)
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.
local
almost total national autonomy
glocal
various degrees of adaptation of a common campaign idea
Global
tightly controlled and coordinated at one end (brand positioning)
Global/Local Paradox
someone who thinks globally is still a product of their own culture
Students in majors cities are BICULTURAL-
part of a global culture and community... even though geo politics ,ethics, law (and language) are still distinct.
Adv globally is increasingly dominated by multinational _______, ________, and ___________.
advertisers; agencies; media
The world is growing smaller bc of growth in______, ____________ (information/entertainment), and individual ______.
transportation; communication; wealth
Global/Local Paradox
someone who thinks globally is still a product of their own culture
Students in majors cities are BICULTURAL-
part of a global culture and community... even though geo politics ,ethics, law (and language) are still distinct.
Adv globally is increasingly dominated by multinational _______, ________, and ___________.
advertisers; agencies; media
The world is growing smaller bc of growth in______, ____________ (information/entertainment), and individual ______.
transportation; communication; wealth
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
Students in majors cities are BICULTURAL-
part of a global culture and community... even though geo politics ,ethics, law (and language) are still distinct.
Adv globally is increasingly dominated by multinational _______, ________, and ___________.
advertisers; agencies; media
The world is growing smaller bc of growth in______, ____________ (information/entertainment), and individual ______.
transportation; communication; wealth
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