Global AdvertisingBy Ashleigh and Scott ^_^

IntroductionGlobal advertising is marketing on a

worldwide scale. Companies take advantage of the development of technologies and its abilities to advertise to a global audience, identifying differences, similarities and opportunities in order to meet a global objective: selling a product.

Development: Advertising

• Production and distribution has developed in conjunction with the development of technology. As far back as can be recorded, advertising has existed.

• Before the times of radio advertising existed in the forms of posters and within newspapers.

• As radio developed, adverts became verbal and advertising to both mass and niche markets became easier.

• With the development of television, advertising took on a new meaning. Products could be visually seen and over time, as television became a necessity, reaching a mass audience became simpler. For example: xfactor.

Development: Advertising

Internet means that we can now link directly to key information, as well as reaching a worldwide audience. It is also a relatively cheap way of advertising in comparison to the various other methods.The development of the internet, allowed it to be a host for the various forms of media. Therefore, advertising on the internet could be either written, audio based, visual or animated.Overall, as time has progressed and our knowledge of technology developed, the ways in which we are able to advertise a product became more efficient.

Development: Production

Producing an advert has become easier due to the advance of modern day technology. We are able to use quality equipment to develop an advert that is not only up to the standard of most television programs visually, with special effects, but also the audio will be of a great quality. Money has therefore, become a very important issue. The more money put into the advertising of a film the better the advert becomes. Because more focus has been placed on the importance of a strong advertising campaign, more money has been included and adverts have developed.

Development: DistributionDistribution has developed along with technology,

also. The internet has become an essential way of distributing because you are able to reach a global audience.The development of digital technology allows for a better transmission of adverts. With the development of digital television, viewers are able to select from a very wide variety of channels. Therefore, adverts can be distributed on certain channels at specific times to target a niche audience.

Global CampaignsBefore distribution of adverts globally became possible, most adverts were either national or localThe image to the right shows a advert for a global Coca Cola campaign. It highlights its intent to reach a worldwide audience with the ‘WORLD target’ It is effective as it doesn’t focus on a specific culture, by using specific peoples and/or places. It has a very simple message relevant worldwide indicated by the globe in the background.

Global CampaignsIn formula 1, the cars advertise many different products/sponsors and this means that it is shown to worldwide audience, as the cars are raced throughout many locations in the world.Furthermore, the drivers become celebrities in many different countries and therefore become endorsers for the particular product/sponsor.This picture of Lewis Hamilton driving his McLaren vehicle shows how many products that fight to be advertised this way.

Global CampaignsFollowing on from the previous slide there are some possible flaws with this method of advertising.If you do not own a television, the campaign would fail to reach such people as they are unable to view the adverts. Similarly, if you live in a remote location, away from the races and do not have a television you cannot see the adverts.Essentially, while reaching a mass audience, there are issues with the campaign that does not allow for those who do not watch Formula 1 to see the adverts.

Global Vs NationalThese two photos highlight the contrasting methods of celebrity endorsement. While the top image may successfully advertise the shop Iceland to an audience in the UK using Kerry Katona, it would not have the same effect to audiences of other countries.In contrast, the bottom image would successfully be advertised to global audience as Tiger Woods is a worldwide figure.

The End.Adverts have developed immensely over time, mainly due to the advances in technology which have allowed us to target a global audience.

Thank you for listening. :D