According to an article in zeenews.com, a new Coke advertisement in India featured the Bollywood star Hrithik Roshan. Coca-Cola advertisements in India are classic examples of the current trend in the Indian branding and advertising industry - "think globally, act locally". People in the industry refer to this as "Glocalization." Global organizations are seeing a lot of success in India by using Indian celebrities and make the advertisement seem more local. The purpose of advertisements like these is to make a global organization seem more local and appeal to the Indian people. Glocalization is a result of globalization and how the local markets respond to it.
"I would say glocalisation really took off over the last five years. Most global brands now have local execution. At the end of the day, the needs and the wants of people are pretty similar. But if we use local idioms for a global brand, it makes sense to the local audience," Nirvik Singh, CEO, Southeast Asia, Grey Worldwide Advertising said. As a result, distinctions between the national, local and international advertising are blurring, especially in developing markets.
Tuesday, April 29, 2008
Saturday, April 26, 2008
Russian Vodka Global Marketing
According to an article in the Brand Republic, Stolichnaya, the russian vodka has contacted London agencies to put together pitches for the business. The winning agency will be asked to create a campaign that will initially run in the US and the UK before it spreads internationally. The work on this new advertising campaign is supposed to prompt a change from the companies current advertising strategy, which is currently based around Soviet and Russian style themes. This new campaign will focus on more contemporary communications, which will help it compete with some of the other vodka brands such as Skyy and Absolut that have a more modern approach to their marketing strategies.
Through this campaign the company is looking to extend its consumer base into new markets by going after different target markets. This will be accomplished with the more modern approach to their marketing strategy. They also aim to increase customer loyalty among users who already drink Stolichnaya. Last year, SPI doubled its digital marketing budget to £1.5 million, so that coupled with this new global marketing campaign should have a significant effect on the companies performance.
Through this campaign the company is looking to extend its consumer base into new markets by going after different target markets. This will be accomplished with the more modern approach to their marketing strategy. They also aim to increase customer loyalty among users who already drink Stolichnaya. Last year, SPI doubled its digital marketing budget to £1.5 million, so that coupled with this new global marketing campaign should have a significant effect on the companies performance.
Saturday, April 19, 2008
Is Advertising Working?
According to an article in the Business Spectator only 50 percent of advertising is effective, and no one knows which half. This is leading people to question whether or not advertising is even worth it. The London based marketing group has done market research on the topic. Two surveys of 3,000 global marketers in January and March, found that the effectiveness of marketing has fallen to an all-time low and that increasingly sophisticated consumers turn off advertising.
75 per cent of marketers in the UK told Fournaise that they didn’t know if they could trust the visitor and traffic profiles claimed by online media owners and publishers. Thats unfortunate that owners of websites are not being honest with advertisers. The global marketing firm Synovate recently launched a market tracking tool in Asia designed to enable marketers to analyse the barriers they face to getting their products to market effectively. Scott Lee of Synovate said, "One of the things we have been doing is to work out the impact that physical market barriers are having on distribution, visibility, pricing availability and other issues,” He also added that he has, "seen cases where we have pre-tested advertisements and they looked great, but they had a questionable impact because of marketing barriers, particularly physical barriers and particularly on smaller brands.”
Everybody is trying to figure out how to deal with the Internet, and most recently the new genre of viral marketing, which used to be called word-of-mouth. Before information was passed on from one person to another somewhat slowly. Now with social networking tools like facebook and youtube, information about products, companies, and virtually anything can be passed on to millions of people instantly.
With all these problems and uncertainties in the marketing world, marketers are now moving to less traditional media for their marketing and advertising efforts. These media include various social networking websites.
75 per cent of marketers in the UK told Fournaise that they didn’t know if they could trust the visitor and traffic profiles claimed by online media owners and publishers. Thats unfortunate that owners of websites are not being honest with advertisers. The global marketing firm Synovate recently launched a market tracking tool in Asia designed to enable marketers to analyse the barriers they face to getting their products to market effectively. Scott Lee of Synovate said, "One of the things we have been doing is to work out the impact that physical market barriers are having on distribution, visibility, pricing availability and other issues,” He also added that he has, "seen cases where we have pre-tested advertisements and they looked great, but they had a questionable impact because of marketing barriers, particularly physical barriers and particularly on smaller brands.”
Everybody is trying to figure out how to deal with the Internet, and most recently the new genre of viral marketing, which used to be called word-of-mouth. Before information was passed on from one person to another somewhat slowly. Now with social networking tools like facebook and youtube, information about products, companies, and virtually anything can be passed on to millions of people instantly.
With all these problems and uncertainties in the marketing world, marketers are now moving to less traditional media for their marketing and advertising efforts. These media include various social networking websites.
Wednesday, April 16, 2008
Banning the Sexualization of Children
According to an article in the Herald Sun in Australia, the Australian Association of National Advertisers (AANA) announced changes to the Advertising to Children Code. After these changes go into affect, advertisements for kids' products must not include sexual imagery or imply that children are even sexual beings. Additionally, ads must not state or imply that owning a product will enhance a child's sexuality. This part of the codes kind of boggled my mind because i have never heard of a product that implied that it enhanced a child's sexuality. That just seems extremely messed up. Although, if there are products that are trying to claim that they enhance sexuality among children, I am glad these codes are preventing them.
AANA Chair, Ian Alwill said that the changes would meet the expectations of the Australian community. These new codes are being put into affect because of a growing concern for premature sexualization of children in the main stream media.
These new codes for advertising in Australia are clearly a very important step to protect children from inappropriate advertising and marketing. One thing that comes to mind is the media's effects on body image among younger teenage girls. Eating disorders have become a huge problem throughout the world among girls this age and many people point fingers at the media for creating a need to be thin.
AANA Chair, Ian Alwill said that the changes would meet the expectations of the Australian community. These new codes are being put into affect because of a growing concern for premature sexualization of children in the main stream media.
These new codes for advertising in Australia are clearly a very important step to protect children from inappropriate advertising and marketing. One thing that comes to mind is the media's effects on body image among younger teenage girls. Eating disorders have become a huge problem throughout the world among girls this age and many people point fingers at the media for creating a need to be thin.
Saturday, April 12, 2008
OMD Worldwide Is The Best
OMD Worldwide, the global media communications agency, was named the most awarded media agency in the world for the fourth year in a row by the just released 2007 Gunn Report for Media. Gunn evaluates global media creativity, ranks the most-awarded campaigns agencies and advertisers in media competitions across the world. The Report rates agencies on a point system based on awards won in annual award competitions worldwide and also recognizes the role that innovative, creative and effective media have in building brand engagement and demand with consumers. Since the report began in 2004, OMD Worldwide has maintain its position at number one.
Friday, April 11, 2008
Smoking in Russia
The Russian News and Information Agency recently wrote an article about Russia's house of parliament that recently ratified on a global convention against smoking, which the World Health Organization (WHO) says kills 5 million people across the world annually.
The WHO Framework Convention on Tobacco Control (FCTC) is designed to make it easier for national governments to implement tobacco controls, including a ban on tobacco advertising and sponsorship. Such steps on banning advertising could prevent millions of people from picking up the smoking habit. Which clearly is a good thing.
Under this new convention, tobacco advertising will be banned completely within five years from. In addition heath warnings should occupy at least 30% of cigarette packaging within three years.
In recent years, tobacco producers have shifted their focus on the developing world, where about 70% of tobacco is now consumed. It is good to see the World Health Organization working to fight tobacco companies and banning their advertising in Russia and throughout the world.
The WHO Framework Convention on Tobacco Control (FCTC) is designed to make it easier for national governments to implement tobacco controls, including a ban on tobacco advertising and sponsorship. Such steps on banning advertising could prevent millions of people from picking up the smoking habit. Which clearly is a good thing.
Under this new convention, tobacco advertising will be banned completely within five years from. In addition heath warnings should occupy at least 30% of cigarette packaging within three years.
In recent years, tobacco producers have shifted their focus on the developing world, where about 70% of tobacco is now consumed. It is good to see the World Health Organization working to fight tobacco companies and banning their advertising in Russia and throughout the world.
Friday, April 4, 2008
IAA World Congress 2008
Every two years the business leaders and executives in the international advertising and marketing community gather for the International Advertising Association's World Congress. This year the World Congress is set to take place in Washington D.C. on April 7th-9th 2008. The Congress will cover issues of technology, advertising effectiveness, and consumer habits. Things that are affecting everyone from clients, agencies, to research and PR firms. Basically, what is in store for the future of advertising, marketing and other communications industries.
The goal of the IAA World Congress is to inform professionals in the advertising and marketing world about the latest issues and breakthroughs in the industry. The mixed format of the three-day program will include exhibitions, Q&A sessions, panels, and keynote speeches and will provide a variety of ways for participants to access and digest the information being presented. The social and evening entertainment programs at the World Congress will provide opportunities for participants to network and make new contacts.
People attending the Congress should expect to hear the latest innovations and developments in mobile technology, research trends, digital creative solutions, media, segmentation, and integrated media. And on top of all that they should ecp meet new and interesting people in the communications industry.
The goal of the IAA World Congress is to inform professionals in the advertising and marketing world about the latest issues and breakthroughs in the industry. The mixed format of the three-day program will include exhibitions, Q&A sessions, panels, and keynote speeches and will provide a variety of ways for participants to access and digest the information being presented. The social and evening entertainment programs at the World Congress will provide opportunities for participants to network and make new contacts.
People attending the Congress should expect to hear the latest innovations and developments in mobile technology, research trends, digital creative solutions, media, segmentation, and integrated media. And on top of all that they should ecp meet new and interesting people in the communications industry.
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