Advertising
has gone through five major stages of development: domestic, export,
international, multi-national, and global. For global advertisers,
there are four, potentially competing, business objectives that must be
balanced when developing worldwide advertising: building a brand while
speaking with one voice, developing economies of scale in the creative
process, maximising local effectiveness of ads, and increasing the
company’s speed of implementation. Born from the evolutionary stages of
global marketing are the three primary and fundamentally different
approaches to the development of global advertising executions:
exporting executions, producing local executions, and importing ideas
that travel.
Advertising research is key to determining the
success of an ad in any country or region. The ability to identify
which elements and/or moments of an ad that contributes to its success
is how economies of scale are maximised. Once one knows what works in
an ad, that idea or ideas can be imported by any other market. Market
research measures, such as Flow of Attention, Flow of Emotion and
branding moments provide insight into what is working in an ad in any
country or region because the measures are based on the visual, not
verbal, elements of the ad.
Diversification
In
the realm of advertising agencies, continued industry diversification
has seen observers note that “big global clients don't need big global
agencies any more”. This is reflected by the growth of non-traditional
agencies in various global markets, such as Canadian business TAXI and
SMART in Australia and has been referred to as "a revolution in the ad
world".
New technology
The
ability to record shows on digital video recorders (such as TiVo) allow
users to record the programs for later viewing, enabling them to fast
forward through commercials. Additionally, as more seasons of
pre-recorded box sets are offered for sale of television programs;
fewer people watch the shows on TV. However, the fact that these sets
are sold, means the company will receive additional profits from the
sales of these sets. To counter this effect, many advertisers have
opted for product placement on TV shows like Survivor.
Advertising education
Advertising
education has become widely popular with bachelor, master and doctorate
degrees becoming available in the emphasis. A surge in advertising
interest is typically attributed to the strong relationship advertising
plays in cultural and technological changes, such as the advance of
online social networking. A unique model for teaching advertising is
the student-run advertising agency, where advertising students create
campaigns for real companies.Organizations such as American Advertising
Federation and AdU Network partner established companies with students
to create these campaigns.