Advertising Valeriya R Viktoriya G What is

Advertising Valeriya R. Viktoriya G.

What is advertising? • The paid, public, nonpersonal announcement of a persuasive message by an identified sponsor. The non-personal presentation or promotion by a firm of its products to its existing and potential customers

Affects of Advertising • American children see an average of 360, 000 television ads before they graduate high school. • The average American spends 1. 5 years watching television during his or her lifetime. • 2/3 of all consumers buy ONLY well known brands.

Functions of Advertising • Inform the public about a product. • Attract consumers attention. • Motivate consumers to buy the product.

Tehniques of Perduasion • • • Humor Macho Friends Family Fun Nature Sexy Cartoon Celebrity Wealth – Expensive items all together

Importance of Brands Consumer side • • Risk reducer Search cost reducer Symbol of quality Symbolic devices that allow costumers to represent their values and images (belonging) • Manufacturer side Identification of maker the product • Valuable asset • Signal of satisfied customers and quality level • Premium prices • Sustainable sales and profit • Financial returns • Competitive advantage

Long-term Advertising • Institutional Advertising is a type of advertising in which the retailet attempts to gain long-term benefits by promoting and selling the store itself rether than the merchandise in the store. • Creating a positive store image.

Global Brands

Theodore Levitt: • Companies Should Operate as If There Were Only One Global Market Since People Are Motivated by Same Desires and Wants. Phillip Kotler: • Success is Based on Variation, Not Offering the Same Product Everywhere.

Global Marketing & Advertising Arguments for globalization • Economies of scale • Consistent image Arguments for localization • Different consumers • Decision making process • Involvement with product category

Language Barriers Three types of translation errors can occur in international marketing • Simple carelessness • Multiple-meaning words • Idioms

Recent Developments in the Global Media Landscape: 1. Growing commercialization and deregulation of mass media 2. Shift from radio and print to TV advertising 3. Rise of global and regional media 4. Growing spread of interactive marketing 5. Growing popularity of text messaging 6. Improved monitoring 7. Improved TV-viewership measurement

The major types of advertising regulations include: 1. Advertising of “Vice Products” and Pharmaceuticals 2. Comparative Advertising 3. Content of Advertising Messages 4. Advertising Targeting Children

Markets such as China offer strong growth opportunities for many companies

• Every country in the world has advertising of one form or another The more affluent the country, the more monies spent on advertising

Young people are a global market segment for many products

Continental Airlines used pattern advertising to promote its Business First class

Commercials Shown Per Hour in various countries

WD-40 used samples to introduce its product to Russia

Gillette products have web sites for many different countries such as Italy

The most expensive brends in the world

Latvian media advertising market analize

“Think globally, act locally”