BENJAMIN WILLIE GRAHAM
GIJ LEVEL 300 (WEEKEND)
Very importantly Advertising is a paid message
used to promote a product, service or an idea to a specific audience, therefore
International advertising
refers to advertising which is carried out in
multiple countries around the world. Effective international
advertising requires specialized cultural
knowledge that considers differences between target audiences in different
countries. International advertising
is considered not only a communication process, but a business activity, an
industry and a reflection of society as a whole.
The primary goal of advertising is to
effectively communicate with the target audience. The communication process
involves multiple aspects which are affected by media, culture, literacy and
language. For example, a multinational company that wishes to place newspaper
ads will find that their ads will most likely be unsuccessful in countries that
have significantly low literacy rates. Additionally, cultural norms and values
differ among countries. For example, a television commercial for birth control
does not cause concern in many Western countries, while the same ad televised
in a conservative Muslim country, such as Saudi Arabia, may be very
controversial.
International advertising
Agency can also be considered a business practice by which an advertising firm attempts to influence audiences in
other countries about itself, and its products and services. Advertising agencies decide whether to create global or regional
campaigns that are capable of building a global image about a product or
service. Agencies create advertisements and place them in the appropriate media
outlets throughout the world.
Indeed there are different types of advertising agencies which have specific functions to operate that would have to be properly be looked at by companies before deciding on what type of agency they would like to work with in the promotion of their products. They may include;
1. In-House advertising agencies: which believes that they can provide such advertising services to themselves at a lower cost than would be charged by an outside agency.
2. Interactive agencies: may differentiate themselves by offering a mix of web design/development, search engine marketing, internet advertising/marketing, or e-business/e-commerce consulting.
3.Search engine agencies: Lately, pay per click (PPC) and search engine optimization (SEO) firms have been classified by some as 'agencies' because they create media and implement media purchases of text based (or image based, in some instances of search marketing) ads.
4. And finally the Full-service
Advertising Agency in fact this is a method which can save time and
labour. This is the advantage for companies who use this method to advertise.
The full-service advertising agency has a whole specialist team for its
clients.
Example,
Graham
Group of Company’s has just
introduced its new product “DUCY
PEANUT” onto the local market
and now wants to advertise internationally, the company has numerous international
advertising agency to choose from and some of them include;
1. Aegis Group
2. BBDO
4. Dentsu
7. Ogilvy & Mather
10.WPP Group
However after a careful
research, the company finally decided to work with OGILVY & MATHER for a
number of reasons, for instance, Ogilvy & Mather was founded in 1948
by David Ogilvy, as
"Hewitt, Ogilvy, Benson, & Mather" in Manhattan. The company
became a leading worldwide agency by the 1960s. Central to its growth was its
strategy of building brands such as American Express, BP, Ford, Barbie,
Maxwell House, IBM, Kodak,
Nestlé, and Unilever brands Pond's and Dove.
Ogilvy & Mather was built on Ogilvy's principles, in particular, that
the function of advertising is to sell and that successful advertising for any
product is based on information about its consumer.
Some of the major criterion, which was considered by the board and management
of Graham Group of Co. following the company’s decision to advertise the DUCY
PENUT in the UK and the US. Theses criterion are as follows;
1.
The
MARKET COVERAGE OF OGILVY & MATHER, the Agency has very reputable cliental,
such as Nestle, and Unilever Brands Pond’s and Dove American Express, IBM, Adidas
and Gillette, therefore the DUCY
PEANUTS is projected to make a lot of impact in the UK as well as the US. The most
important aspect of the sale is the fact that OGILVY & MATHER market
coverage within the two developed countries would increase the market share of “DUCY
PEANUTS” within the international market and also compete favorably with the
other PEANUT products in the UK and the US.
2.
IMAGE
AND REPUTATION OF OGILVY & MATHER, in fact when it comes to the image
of the Agency it really commands a lot of respect both in Africa and Ghana in
general. Indeed its local partners MMRS have for over the years maintained a
high standard with regard with the management of its clients therefore Ogilvy
and Mather certainly has a huge impact internationally which stands a greater
chance of providing enough mileage for “DUCY PEANUTS” world wide.
3.
BUDGET, Looking specifically at Graham Group
of Co. The Board and Management took a critical bird’s eye view of the Budget
of the company before deciding to engange the services of Ogilvy and Mather in
promoting the “DUCY PEANUTS” in both the UK and the US. The company was
certified that its budgetary allocation for the international advertisement of
the product was well prepared and which meets the needs of the target of the
product.
4.
ECONOMIC DEVELOPMENT OF UK AND USA, economically the two countries will
provide a real opportunity for the company’s quest to achieve an important milestone
the “DUCY PEANUTS” owing to a number of factors which may include the fact that
the two countries are superpowers economically with a GDP and economic revenue
rate which creates a real enabling environment for the product to be launched
and also make the necessary impact needed to sustain the growth of the company.
5.
SERVICES ON OFFER OTHER
BY OGILVY & MATHER, One of the factors that made Graham Group of Co.
was their desire to take care of the Marketing strategy, Sales Promotion, the
selection of media and finally the public relations aspect for the promotion of
the “DUCY PEANUTS” which appears more lucrative and attractive for the company
to ignore and for that matter this services are expected to propel speedy sale
of the product.
6.
COMMUNICATION AND SUPERVISION, Ogilvy & Mather among other things has
corresponding agencies in both the UK and the US which will see to the proper
sale and promotion of the “DUCY PEANUTS” in these countries owing to the
establishment of a proper internal systems within the market of the products
sale and this is expected to check the performance of the “DUCY PEANUTS” in the
UK and the US where the company has high hopes of achieving a considerable results.
This criterion which was critically considered
by Graham Group of CO is expected to attract more consumers to the products of
the company starting with the DUCY PEANUTS which is very attractive to its new
market. Therefore OGILVY & MATHER coming on board is supposed to also give
room for new innovations to the company’s products internationally.
