International advertisement plays a significant role in the global market in terms of creating brand awareness. Studies have shown that the international advertisement has undergone massive development and as a result of increased level of competition and technological advertisement (Melewar & Vemmervik, 2004, p. 863). There are various challenges that have emerged when developing an international advertisement. The essay will, therefore, focus on the observatory of international advertisement.
There are numerous main players in the international advertising stage. The world advertising industry is currently characterized by diverse numbers of both small and medium sized advertising agencies who in most instances operate in one nation and are undertaken by a very small number of a huge global advertising agencies operating in several countries. The agencies have thus developed an extensive network of branches and offices across the world to ensure an efficient advertising process (Bullmore, 2000, p. 41). For instance, the major advertisers include IBM, Dentsu, WPP, Omnicom and the Citibank. Seven of the global advertising agency groups are located in the US.
About everybody in the cutting edge world is impacted to some degree by publicizing and different types of advancement. Associations in both the private and open parts have discovered that the capacity to impart successfully and effectively with their intended interest groups is basic to their prosperity. Publicizing and different sorts of limited time messages are utilized to offer items and administrations and also to advance causes, showcase political competitors, and manage societal issues, for example, liquor and medication mishandle. Customers are discovering it progressively hard to evade the endeavors of advertisers, who are always scanning for better approaches to speak with them. The vast majority of the general population required in publicizing and advancement will let you know that there is not any more dynamic and captivating a field to either practice or study. Notwithstanding, they will likewise let you know that the field is experiencing emotional changes that are changing publicizing and advancement until the end of time. The progressions are originating from all sides—customers requesting better outcomes from their publicizing and special dollars; incline yet exceptionally inventive littler advertisement offices; deals advancement and direct-showcasing ﬁrms, and also intuitive offices, which need a bigger share of the billions of dollars organizations spend every year advancing their items and administrations; purchasers who no longer react to conventional types of promoting; and new advances that may reexamine the very procedure of publicizing. As the new thousand years starts, we are encountering maybe the most dynamic and progressive changes of any period ever, and in addition publicizing and advancement. These progressions are being driven by advances in innovation and improvements that have prompted to the fast development of correspondences through intelligent media, especially the Internet. For quite a long time the promoting business was ruled by substantial, full-benefit Madison Avenue–type organizations. The publicizing methodology for a national brand included making maybe a couple ads that could be keep running on system TV, a couple print advertisements that would keep running when all is said in done intrigue magazines, and a few deals advancement bolster, for example, coupons or premium offers. In any case, in this day and age there are a bunch of media outlets—print, radio, link and satellite TV, and the Internet—going after buyers’ consideration. Advertisers are looking past the customary media to ﬁnd new and better approaches to speak with their clients. They no longer acknowledge on confidence the estimation of routine promoting put in conventional media.
Notwithstanding rethinking the part and nature of their publicizing offices, advertisers are changing the way they speak with customers. They know they are working in a domain where publicizing messages are all around, customers’ channel-surf past most plugs, and brands advanced in customary ways regularly come up short. New-age sponsors are reclassifying the thought of what a promotion is and where it runs. Stealth messages are being woven into the way of life and installed into motion pictures and TV appears or made into their own type of amusement. Numerous specialists contend that “marked substance” is the influx without bounds, and there is a developing development to reexamine publicizing and different types of promoting correspondence to be more much the same as diversion.
A number of variables are affecting the way advertisers speak with customers. The gatherings of people that advertisers look for, alongside the media and strategies for contacting them, have turned out to be progressively divided. Publicizing and limited time endeavors have turned out to be more regionalized and focused to particular gatherings of people. Retailers have turned out to be bigger and all the more effective, driving advertisers to move cash from publicizing spending plans to deals advancement. Advertisers anticipate that their special dollars will create prompt deals and are requesting more responsibility from their offices. The Internet unrest is well under way and the online gathering of people is developing quickly, not just in the United States and Western Europe however in numerous different nations also. Many organizations are planning every one of their interchanges endeavors so they can send strong messages to their clients. A few organizations are building brands with next to zero utilization of customary media promoting.
Many publicizing offices have gained, began, or get to be distinctly subsidiary with deals advancement, coordinate showcasing, intuitive offices, and advertising organizations to better serve their clients’ marketing interchanges needs. Their customers have ended up “media-impartial” and are soliciting that they consider whatever frame from advertising correspondence works best to target showcase portions and fabricate long haul notorieties and transient deals.
“Advertising is a very powerful institution and has been the target of considerable criticism regarding its social and economic impact.” (Belch, & Belch, 2003).
There are numerous international advertisement campaigns that are considered the best. One of which considered the best advertising campaigns is Dove, “Campaign for Real Beauty”: Deconstruct the Norm. The ad stated that the most beautiful person is you. Dove created viral videos in addition to a series of commercials that changed this held norm concerning beauty, where it was believed that being skinny and young defines beauty.
Another great example of a successful advertising campaign is Apple, “Get a Mac”: Create a Campaign Template. This campaign was tailored to a specific country and it went viral as a result of its simplicity. In this ad, Apple used one of the most basic templates that were used to showcase the attributes of Macs that the PCs lack on the commercial that ran for over three years.
One of which also considered as a top advertisement is Chipotle: Back to the Start. This was one of the Chipotle’s national TV spot. This ad made a splash globally beyond what was initially expected by the chain and ad land.
There are various issues and challenges related to international advertisements and to the global advertising as a process. Despite that fact that international advertisements are associated with greater benefits, there are several challenges that are often met.
In general, ads are aimed to target foreign and local markets. The first challenge global advertising face is the cultural complexities. It is important that the advertising agencies understand their customers, preferences and market value but this has always been a major challenge. It is clear that people across the globe place different priorities and values on various brands. Some prefer to purchase certain brands online while other at the traditional marketplace. It is challenging to understand what consumers want and the most preferred payment method. Further religious factors play a huge role in the advertisement hence the need to understand the target market.
Language Barriers is another major challenge when developing an international advertisement. Language differences have been shown to be subtle and complex. Inability to effectively communicate with global target market is considered one of the biggest barriers when developing an international advertisement. It is often challenging to communicate with all people globally especially those who do not speak English (Anholt, 2000, p. 21).
Distance and Time are other major challenges for international advertisement. It is often very difficult to develop a relationship at a personal level. Therefore, it might not be easy to understand the need of each individual as a target (Banerjee, 2000, p. 1). It always consumes a lot of time to come up with an international ad that will appeal to the global market
It is always very costly to develop an effective international advertisement, therefore, in the event where the ad does not meet the goals and mission that was intended it become even more expensive for these companies.