Stage 2: Global advertising

Global advertising entails dissemination of a commercial message to target audiences in more than one country. Target audiences differ from country to country in terms of how they perceive or interpret symbols or stimuli, respond to humor or emotional appeals, as well as in levels of literacy and languages spoken.  

Global advertising can, therefore, be viewed as a communication process that takes place in multiple cultures that differ in terms of values, communication styles, and consumption patterns. International advertising is also a business activity involving advertisers and the advertising agencies that create ads and buy media in different countries. The sum total of these activities constitutes a worldwide industry that is growing in importance. International advertising is also a major force that both reflects social values, and propagates certain values worldwide.

Advertisement: Coca-Cola: Maroon 5 24 Hour Live Session - Creating the Song

About the ad:

Coca-Cola is readying its largest teen-focused campaign to date, Coca-Cola Music. Given the rapid growth of the teen market globally, Coca-Cola plans to take the campaign to more than 100 markets. Six markets, China, India, Indonesia, Nigeria, Pakistan and the U.S., will house half of the teen population by 2020.


Objective: 
Coca-Cola has been focused on making its efforts more global in nature.


Target audience:
Teenagers 13-19 years old, which requires the marketer to "look for the highest common denominator".

Advertisement: McDonald's I'm Lovin' it 2003

About the ad:

I'm lovin' it is an international branding campaign by McDonald's Corporation. It was created by Heye & Partner. It was the company's first global advertising campaign and was launched in Germany on September 2, 2003. The English part of the campaign was launched in Australia on September 21, 2003, the UK on September 17, 2003, and in the USA on September 29, 2003. ''I'm lovin' it'' was one factor among many in the company's fortunes, making its precise impact hard to discern. ''I'm lovin' it'' is becoming part of the language.

Journal article:
Jae H. Pae, Saeed Samiee, Susan Tai, (2002) "Global advertising strategy: The moderating role of brand familiarity and execution style", International Marketing Review, Vol. 19 Iss: 2, pp.176 - 189

About the article:

In the international advertising strategy, brand familiarity plays an important role in the standardization issue. International advertising standardization makes sense only to the extent that the firm's international marketing strategy centers on the development of brands that are similarly positioned in every market. Well-established brands have important advantages in advertisements, as consumers pay more attention and remember better product information.

More extensive processing of advertising information for familiar brands, in turn, can enhance claim memorability. A brand that is familiar will tend to be favored, regardless of advertising or advertising content. Advertising-evoked effects would not have a strong influence on brand attitude for mature, well-known brands. Since advertisements for mature brands are designed more to remind and reinforce than to communicate product benefits, the transfer of such global advertising appeals across borders is possible. 

Trade Press Article:


http://adage.com/article/global-news/coca-cola-launches-global-music-effort-connect-teens/149204/