Stage 2 Global

Global Advetising is often a heavily debated topic in both the academic and the real world of marketing. The question of is it possible to create one message that can appeal to all people and all cultures. The majority of academic research suggests that this is not possible.

Despite this many of the top global brands use social media network such as Facebook and Twitter to share viral video's that they post on video sharing networks such as Youtube, it is hoped that due to the creativity of the advertisment that users will share the advertisment with their friends. However, as we will see with a comparision of two global brands, both brands feature heavily in Interbrands top 10 global brands survey, that some agencies and brands comprise their message for the big creative idea.

An integrated theory of Global advertising

Zou, S., & Volz, Y. (2010). An integrated theory of global advertising. International Journal of Advertising,29(1), 57-84. Retrieved from Business Source Premier database.

 

 

Advertisement 1) Nokia N8 mini-stop-motion 

Campaignlive.co.uk-September 2010

http://www.campaignlive.co.uk/news/1029078/Nokia-ad-sets-Guinness-World-Record/?DCMP=ILC-SEARCH

This advertisement is designed to highlight Nokia's brand as being "record breaking", break through technology highlight the fact that for Nokia its not about the brand its about inspiring creativity. This ad is also successful in the fact that its target audience is the online global community. However, the advertisement plays like a short animated stop-motion movie, the connection to the product is weak at best, as it was more an advertisement for the microscope then the phone. What is more, it is border line deceptive as one knowing the advertisement is for a Nokia might mistakenly believe that an attribute of the phone is an advanced camera zoom.  

Nonetheless, this is the growing trend with 'viral' ads as the brand cares more about hits on Youtube than actual relevance to the commercial.

Advertisement 2)  

marketingmagazine.co.uk September 2010

http://www.marketingmagazine.co.uk/news/1026923/Coca-Cola-tests-happiness-machine-UK-students/?DCMP=ILC-SEARCH

This Coca-Cola viral advertisment is far more brand orientated. The commercial unlike other virals does not hide behind the movie, but rather is at the forefront of the creativity of the movie. This advertisment is the second verision of the campaign. The first one shot in an American university has been highly succesfull with over 2 million views. The advertisment clearly highlights and reinforces the age old Coca-Cola message that their product brings a sense of community and overall happiness. Furthermore, the fact that this advertisment targets university is also a delibrate ploy as many of Youtube users fit a similar demographic.

In conclusion viral advertisments by their nature need to be and contain a global message in order for them to be successful. Many global companies utilse the online medium to spread their message, many in a bid to reach the maximum audience sacrifice the brands true meaning for hits and ultimatly even those that watch the video are ultimatly not moved to purchase, this after all needs to be the ultimate goal of any advertising campaign.