The best way to describe global advertising is marketing the entirety of a well-defined sector of products or services. In the past, global advertising has been used both to bolster a product or service or dissuade the general public from certain products and/or services. A prime example of global advertising helping a sector is the “Got Milk” campaign that began in 1993. On the other hand, the “Truth” campaign was started by the government to dissuade children and teenagers from using nicotine products. Both of the aforementioned campaigns are the largest examples of global advertising, with millions of dollars spent on each to get the point across through the internet (social media) and TV advertising.
However, the all-encompassing question remains: does it work? In short, yes, if done correctly and a creative approach is taken. To answer this question, let us take a look at the “Got Milk” campaign for reference. Yet, the results of global advertising might not be as fruitful as one would imagine. Milk consumption steadily decreased over time since the peak of milk consumption in 1920 to 1930. Most analysts agree that the advertising campaign increased awareness of the product, and thus slowed the decrease in consumption of the good. The “Got Milk” campaign was and still is extremely well orchestrated and the adaptability of the marketers behind the program is commendable. In the case of milk, the effort was hindered by outside research that suggested that milk was indeed not good for you, and individuals trying to be healthier should consume alternatives instead.
There appears to be two schools of thought when it comes to implementing the global advertising route, the expensive approach and the inexpensive approach. The two examples above are examples of the expensive approach, where fresh advertisements are made every year over the span of many years, and marketing budgets allow for ad spots on the biggest stages like the Super Bowl. The expensive approach is tried and true. The inexpensive route is a one-time blanket advertising campaign designed to cut down on costs and make a short and sweet impact. An advertising company would use the same message for six to 12 months to increase familiarity and bolster sales in the sector. However, this method does not allow for the same flexibility one would find with a more elaborate scheme, which could hinder its success. The message must also be very creative and impactful to reach the same audience a more expensive approach would reach.
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