MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING

THEME Three:THEME Three:

Creative AppealsCreative Appeals

Creative Strategy, Creative Strategy, Appeals and ExecutionAppeals and Execution

Strategy - a policy guiding Strategy - a policy guiding principle, a themeprinciple, a theme

Appeal - tactic, for example Appeal - tactic, for example humour, universal or culture boundhumour, universal or culture bound

Execution - centralisation or localExecution - centralisation or local

CreativityCreativity

“ “An idea can only emerge as the An idea can only emerge as the solution to a single market problem. solution to a single market problem. After savage scrutiny, total After savage scrutiny, total understanding and perhaps some understanding and perhaps some necessary modification, it may then necessary modification, it may then apply in a second market - and then apply in a second market - and then perhaps to many more. Or it may perhaps to many more. Or it may remain a single market solution”remain a single market solution”

Jeremy Bullmore in J-Jeremy Bullmore in J-P JonesP Jones

MarlboroMarlboro

““America’s Most Wanted” America’s Most Wanted” PromotionPromotion

Local Advertising Service?Local Advertising Service?

“ “Not all clients will be Not all clients will be local clients but all clients local clients but all clients need to be serviced need to be serviced locally”locally” What are the similarities What are the similarities in creative execution?in creative execution? Are creativity and Are creativity and International Advertising International Advertising compatible?compatible?

Developing Advertising Developing Advertising StrategiesStrategies

What is said and where (communication What is said and where (communication theme)theme)

Positioning - information, Positioning - information, emotion, PLCemotion, PLC

Appeals - value-for-money, CofO, Appeals - value-for-money, CofO, snobsnob

Developing Advertising Developing Advertising StrategiesStrategies

How it is said (communication concept) Tone - argumentative for credibility? or narrative to develop relationships Format - slice of life, narrative, testimonials, talking head, demonstration, cartoons, music

Haagen DazsHaagen Dazs

““From food to fashion From food to fashion accessary”accessary”

“Narrowly defined, standardised adverting refers to messages that are used internationally with virtually no change in theme, illustration or copy - except, perhaps, for translation where needed”

Message StrategyMessage Strategy

Standardisation?Standardisation?

No, because:No, because:

1. Mature or developing 1. Mature or developing marketmarket

2. PLC 2. PLC

3. Brand leadership 3. Brand leadership

4. Strength of competition 4. Strength of competition

5. Advertising styles/people5. Advertising styles/people

Situations suitable for Situations suitable for standardisationstandardisation

Audience similarAudience similar Image allowedImage allowed Luxury, upper classLuxury, upper class Hi-techHi-tech Nationalistic flavourNationalistic flavour

4 creative impediments to 4 creative impediments to centralisation:centralisation:

1.      In each country creative people like to prove 1.      In each country creative people like to prove themselves.themselves.

2.      Ad agencies can be obstructive because 2.      Ad agencies can be obstructive because adapting a campaign pays less than creating a new adapting a campaign pays less than creating a new oneone

3.      Ad managers of subsidiaries can impede 3.      Ad managers of subsidiaries can impede progress.progress.

4.      The NIH (not invented here) syndrome might 4.      The NIH (not invented here) syndrome might exist and should be replaced by NIH (now improved exist and should be replaced by NIH (now improved here). here).

De Mooij De Mooij

LeviLevi

Truth and advertising Cultural sensitivity Standardised CofO effect

Themes ands conceptsThemes ands concepts

1. Universal Case

history/New/improved/Everyday/New products/service/expertise/made in/demonstration/images/media-driven/lifestyle/heroes

2. Culture bound personal ideas/moral

values/humour/motivation/roles (e.g. women)/comparative

Advertising AppealsAdvertising Appeals

VerbalVerbal Non-verbalNon-verbal CreativityCreativity

BenettonBenetton

Provocation rather than shockProvocation rather than shock Provocation results in negative Provocation results in negative

attitudes toward the message and attitudes toward the message and hence the brandhence the brand

Use of certain symbols e.g. animals, Use of certain symbols e.g. animals, religious iconsreligious icons

Are recipients willing to accept Are recipients willing to accept image if it is explained to them?image if it is explained to them?

What Restrictions

Globalisation Pan Europeanism Benefits of standardisation Problems with standardisation Glocal

Any QuestionsAny Questions