Book recommendation everyone!

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Cutting Edge Advertising: how to create the world’s best print for brands in the 21st century by Jim Aitchison

Chapter 9 is my favourite part of this book. Well, mostly because it’s talking about global advertising which is my project’s topic.

When talking to a global consumer, it is indeed very important to recognize the differences in their culture as well as their needs and values (this is what I’ve been talking about in my past blog posts, about cultural sensitivity being the key to a successful advertising campaign) but sometimes it is also important to find their similarities. The author, Aitchison stated that by seeking similarities in their global target audiences, marketers can liberate themselves from the lowest common denominator in advertising (p. 344). However, all this really would depend on the brand and the product being advertise itself. If the product is universal, universal idea will work. For example, brand like Levi’s which is selling an all American lifestyle probably should not change their advertising campaign depending on the target audience because once they do so, they would no longer be an all American brand. Another important factor is the consumer/target audience. One example from the book is Levi’s core target audience, male and female aged between 15 to 19 years old all around the world. They may be from different culture with completely different values but they are very similar in the sense that they worry about same things, such as growing up, relationship with their parents and school. So as long as you find a key message that touches those areas, global advertising will become possible. In other words, while the execution of the ad itself must be culturally specific (language, talents, communication methods), the key message does not have to be different for different culture. Well, as I said earlier this will also depend on the product being advertise. Bottom line, there are many different factors to consider while planning a global advertising campaign and this chapter explains it very clearly and also in an interesting way.

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