Global versus local advertising is something multinational marketers have been wrestling with over the past few years. The efficiencies related to cutting production costs via a global campaign are very appealing to corporate bean counters. However, many international brands are implementing local campaigns, or at least tweaking global efforts, in the realization that TV executions often don’t effectively transcend borders. According to a study released by ACNielsen there are relatively few brands - only 50 - that can be considered global brands, with annual worldwide sales of more than US$1 billion. The leading category is beverages and its leader is Coca-Cola, which logs over US$15 billion in sales. So Coca-Cola would seemingly have the most to gain from a global campaign agenda. 

So what is local advertising? How does it differs from global advertising?

What about the relationship between advertisers and advertising agencies?

This is what we are discussing in Week 4.

First Group Assignment

Puffery is biased information, but recognized and accepted by industry, regulators and consumers. the legitimate exaggeration of advertising claims to overcome natural consumer scepticism. Its done to make your products look better than that of the competition.

puff·er·y (pŭf'ə-rē) 
n.

Flattering, often exaggerated praise and publicity, especially when used for promotional purposes. 

 According to law, puffery is legal if the company that is doing the puffing simply claims to be boasting.

In a group of 5, please come up with a PUFFERY ADVERTISEMENT to be presented in class on Wednesday, 20^th May 2009.

 

1. Just one advertisement.

2. Print advertisement.

3. Could be product/services etc.

4. As creative as you want it to be.

 

When you present in class, you need to explain the advertisement in details. The background, colors, models etc. You also need to justify the objective/ reasons why you chose the puffery in the advertisement.

 

Have fun

Advertising & Society

Ethics, Regulation & Social Reponsibility

What is Moral? Different people has different perception on what is ethical and what is not acceptable.

That is why we need rules and regulation to guide us.

Please digest this week lecture notes before we begin week 3 and start our first group assignment.

Week TwO

In understanding the history of advertising, coca-cola advertising history can be a good example in demonstrating how the marketing science has been developing over time.

The first Coca-cola sale was at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886. It was initially sold as a patent medicine for 5 cents. Coca-Cola promotion has had a significant impact on American advertising and its overall culture. It is even (erroneously) credited with the invention of the US traditional Santa Clause image.

Coca-Cola first print ad was published in 1895 featuring a young Bostonian actress named Hilda Clark who was the company spokesperson.

The ad campaign featured various people and concept.

more examples & discussion in class...

Notes for this week

One

Two

Three

Course Outline

Welcome comrades,

Let's get the ball rolling with the Course Outline. It has been distributed during the first class so please digest it before embarking on our journey.

Cheers!