CHAPTER 13

Global Marketing
Communications Decisions

Suntoro Purwadi 2019616020

Sigit Yudhanarto 2019616022
Ayudya Gita Wulandari 2019616033
 LEARNING OBJECTIVE
● Define Global Advertising and identify the top ranked companies in terms of
worldwide ad spending

● Explain the structure of the advertising industry and describe the difference
between agency holding companies and individual agency brand

● Identify key ad agency personnel and describe their respective roles in creating
global advertising

● Explain how media availability varies around the world

● Compare and contrast publicity and public relations and identify global companies
that have recently been impacted by negative publicity
13-1 Global Advertising

Global Advertising may be defined as messages whose art, copy , headlines, photographs,
taglines, and other elements have been developed expressly for their worldwide.

Example:
McDonalds “I’m lovin it” tagline is a case in point; it was developed after global marketing
chief Larry Light called a meeting of representatives from all McDonald’s ad agencies.
Global Advertising Content:
Standardization versus
Adaption

FOUR MAJOR DIFFICULTIES can compromise an organization’s attempt to communicate

with customer in any location :

1. The message may not get through to the intended recipient

2. The message may reach the target audience but may not be understood or may
even be misunderstood
3. The message may reach the target audience and may be understood but still may
not compel the recipient to take action
4. The effectiveness of the message may be impaired by noise
Global Advertising Content:
Standardization versus
Adaption

The question of when to use each approach depends on the product involved and a
company’s objectives in a particular market

The following generalizations can serve as guidelines :

• Standardized print campaigns can be used for industrial products or for high-tech
consumer products. Example : Apple’s iphone and ipad

• Standardized print campaigns with a strong visual appeal often travel well. Example :
Chivas Regal, IKEA furniture

• TV commercial that uses voice-overs instead of actors or celebrity endorses

speaking dialogue can use standardize visuals with translated copy for the voice
over. Example : Gillete (The best a man can get)
13-2 Advertising Agencies : Organizations and Brands

The largest TOP 20 global advertising organizations ranked by 2014 are shown as below :

Revenue(million Revenue(million
NO Organization HQ Locations NO Organization HQ Locations
) )
New York,
1 WPP Group London $18.956 11 Accenture's Accenture Interactive $1.408
London
2 Omnicom Group New York $15.318 12 MDC Partners New York $1.224
3 Publicis Groupe Paris $9.625 13 BlueFocus Communications Group Beijing $973
Experian's Experian Marketing
4 Interpublic Group of Cos New York $7.537 14 New York $881
Services
5 Dentsu Japan $6.015 15 Cheil Worldwide Seoul $845
6 Havas France $2.479 16 DJE Holdings Chicago $844
Little Rock,
7 Epsilon Texas $2.074 17 Acxiom Corp $810
Arkansas
8 Hakuhodo DY Holdings Tokyo $1.912 18 PwC's Digital Services Florida $747
IBM Corp's IBM Interactive
9 Chicago $1.590 19 Aimia Montreal $624
Experience
10 Deloitte's Deloitte Digital New York $1.470 20 MC Group Berlin $584
Selecting an Advertising Agency

The following issues should be considered when selecting an advertising agency:

• Company Organization. Company that are decentralized typically allow managers at

the local subsidiary to make ad agency selection decisions

• National responsiveness. Is the global agency familiar with local culture and buying
habits in a particular country, or a local selection should be made.

• Area coverage. Does the candidate agency cover all relevant markets?

• Buyer perception. What kind of brand awareness does the company want to project?
If the product needs a strong local identification, it would be best to select a national
agency
13-3 Creating Global Advertising

In a world characterized by
information overload, ads must be
break through the clutter, grab the
audience’s attention, and linger in
their minds.

This requires :
• Creative strategy
• Big Idea
Three elements to create the
global market should consider :

• Art Direction and Art Directors

• Copy and Copywriters
• Cultural Considerations

The communications approach to motivate target

audience, known as Advertising Appeal:

• Rational appeal
• Emotional appeal

Two above things can impact to selling proposition.

The way an appeal & proposition presented, call as the

creative execution.
Art Direction and Art Directors
Art Direction is the visual
Art Direction is the visual
presentation of an advertisement
presentation of an advertisement
”the body language”
”the body language”

Copy and Copywriters

Copy are the words that are the
spoken or written communication Cultural Considerations
elements in advertising
Knowledge of Cultural Diversity,
especially the symbolism
Copywriters are language specialist who develop the
associated with cultural straits, is
headlines, subheads, and body copy used in print essential for creating advertising
advertising and the scripts containing that are
delivered by spokespeople, actors, or hired voice talents
in broadcast ads
13-4 Global Media Decisions

Global Advertising Expenditures and Media

Vehicles

The availability of media and conditions affecting

media buys also vary greatly around the world

Media Decisions

The availability of television, newspapers, and

other forms of broadcast and print media varies
around the world
13-5 Public Relations and Publicity

PUBLIC RELATIONS (PR)

Is a strategic communications process that

builds mutually beneficial relationships
between organizations and their publics

PUBLICITY

Is communication about a company or

product for which company does not pay

in PR world , publicity is sometimes referred to

as earned media, and advertising and
promotions are known as unearned media
The Growing role of PR in Global Marketing Communications

PR professionals called upon to:

Simultaneously build consensus and understanding

Create trust and harmony
Articulate and influence public opinions
Anticipate conflict
Resolve disputes

How PR Practices Differ Around the World

Cultural traditions, social and political contexts, and
economic environment in specific countries can
affect public relation practices.
THANK YOU