Global Advertising

Introduction

Once a product is developed to meet target market needs and is properly priced and distributed, the intended customers must be informed of the product's availability and value. Advertising and promotion are basic activities in an international company's mix. A well -designed promotion mix includes advertising,sales promotion, personal selling, and public relations with are mutually reinforcing and focused on common objective. Of all the elements of the marketing mix, decisions involving advertising are the ones most often affected by cultural differences among country markets. Consumers reflect their culture styles, feelings,

value systems, attitudes, beliefs and perceptions.

Global Advertising

Intense competition for word markets and increasing sophistication of foreign consumers have led to a need for more sophisticated advertising strategies. One of the most widely debated policy areas pertains to the degree of advertising variation necessary form country to country. One view sees advertising customized for each country or region because every country is seen as posing a special problem. Executives with this viewpoint argue that only way to achieve adequate and relevant advertising is to develop separate campaigns for each country. At the other extreme are those who suggest that advertising should be standardized for all markets of the world overlooking regional differences altogether.

Its evidence that companies may have overcompensated for cultural differences and modified advertising and marketing programs for each national market without exploring the possibilities of a worldwide, standardized marketing mix.After decades of following country specific marketing programs, companies had as many different product variations, brand names and advertising program as countries in which they did business.

Global Advertising And Global Brands

Global brands generally are the result of a company that elects to be guided by a global marketing strategy. Global brands carry the same name, same design,

and same creative strategy everywhere in the world. Example are Coca-Cola, Pepsi-

Cola, McDonalds etc. Some global companies have successfully capitalized on the worldwide

popularity of pop music stars in their global advertisements. Example Michael Jackson and Tina Turner are featured in Pepsi-Cola advertisements.

Contemporary Advertising and Promotion offers an understanding of this area of marketing by focusing on the one component of the marketing mix, which many think is the crucial function of marketing. It may be, with varying degrees and in certain instances. "Contemporary" is used in its title because current advertising and promotion planning and development can be quite different than those of traditional perceptions.

Cable TV, satellite TV, the Internet of course, are only three of the "new" message channels trying to reach increasingly fragmented audiences. Also, sales promotion "non-ad" expenditures – with quite different IMC objectives – are increasing in today's business and non-profit arenas.

One of the main sectors that creativity and intellectual property rights gain importance for innovation and growth is advertising industry. Advertising sector covers the advertisers, the advertising agencies, the media agencies, the advertising mediums and the producers that take part in the production of advertisements. Today, in Turkey, there are a lot of advertising agencies in the organized manner with customer relations, creative and media departments. The number of total employees in the advertising agencies is projected approximately 3000. Real size of the sector is estimated to be around 2,534 million USD and 3,675 million New Turkish Liras for 2006. In recent years, audit has been started to be implemented by state institutions. Two main public audit institutions are: Advertising Board of the Ministry of Industry and Trade, Radio and Television Supreme Committee. As a non-public institution,

The Advertising Self-Regulatory Board (RÖK) was established in 1994 by the advertising agencies as a mission of maintaining ethics in the advertising works in the line with International Code of Advertising Practice.

In the content of national legislation, copyrights of the products in the advertising agencies are protected within the framework of Intellectual and Artistic Works Law. There exist legal associations, laws and non-public institutions to protect the producer and user of the creative works in the advertising agencies, however, the main problem is how effective these