Advertising Strategy Essay 3
1. Introduction
This assignment will be based on an advertising campaign introduced by Innocent within the UK this advert was known as ‘super fruit’. With Innocent smoothie’s having been a UK based brand since the summer of 1998 when we had developed our first smoothie recipes Innocent drinks (2011) Innocent drinks has since then become the biggest smoothie brand within the UK. Growth of 14% on the previous year saw Innocent become the biggest smoothie brand in the UK with 75% of the market share. O 'Reilly (2011) Having had this affect within the UK I will now develop a campaign proposal based on repositioning this product within the USA through the use of traditional and e-based advertising media. I will do this by critically analysing the impact of globalisation and e-technologies on advertising strategy, implementation and control. I will then propose amendments to advertising objectives, message appeals and media for a variety of campaign contexts. Innocents Smoothie Globalisation impact:
2.1 Advertising
Advertising is a mass-mediated communication. For communication to be classified as advertising it must be:
1. Paid for
2. Delivered to an audience via mass media, and
3. Attempting to persuade.
In order to persuade the American consumer, or be effective, the advertisement must communicate to the audience the message it wants to relay, that is, it needs to be understood. Therefore if international advertising aims at communicating across cultures, its messages need to be encoded in a way to be understood by the target culture. At this point, it is also important to add that advertising is a form of communication that employs not only verbal but also non-verbal signs in order to communicate messages about products or organizations.
2.2 Culture
Advertising strategy will have affect on the cultural environment of the USA “this is the accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society. We
This assignment will be based on an advertising campaign introduced by Innocent within the UK this advert was known as ‘super fruit’. With Innocent smoothie’s having been a UK based brand since the summer of 1998 when we had developed our first smoothie recipes Innocent drinks (2011) Innocent drinks has since then become the biggest smoothie brand within the UK. Growth of 14% on the previous year saw Innocent become the biggest smoothie brand in the UK with 75% of the market share. O 'Reilly (2011) Having had this affect within the UK I will now develop a campaign proposal based on repositioning this product within the USA through the use of traditional and e-based advertising media. I will do this by critically analysing the impact of globalisation and e-technologies on advertising strategy, implementation and control. I will then propose amendments to advertising objectives, message appeals and media for a variety of campaign contexts. Innocents Smoothie Globalisation impact:
2.1 Advertising
Advertising is a mass-mediated communication. For communication to be classified as advertising it must be:
1. Paid for
2. Delivered to an audience via mass media, and
3. Attempting to persuade.
In order to persuade the American consumer, or be effective, the advertisement must communicate to the audience the message it wants to relay, that is, it needs to be understood. Therefore if international advertising aims at communicating across cultures, its messages need to be encoded in a way to be understood by the target culture. At this point, it is also important to add that advertising is a form of communication that employs not only verbal but also non-verbal signs in order to communicate messages about products or organizations.
2.2 Culture
Advertising strategy will have affect on the cultural environment of the USA “this is the accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society. We
References: Levitt, Theodore. 1983. The Globalization of Markets. Boston, MA: Graduate School of Business Administration, Harvard University. Papavassiliou, Nikolaos and Stathakopoulos, Vlasis. 1997. "Standardization versus adaptation of international advertising strategies: Towards a Framework" European Journal ofMarketing. 7 (31): 504-527. Solomon, Cornell and Nizan. 2009 Advertising and Promotion in Real Time Edition: Flatworld knowledge