Ch.14 Advertising & PRCh.14 Advertising & PR

Global AdvertisingGlobal Advertising

Extension vs. AdaptationExtension vs. Adaptation

Pattern AdvertisingPattern Advertising

Creating Global AdvertisingCreating Global Advertising

Global Media DecisionsGlobal Media Decisions

PR & PublicityPR & Publicity

Global AdvertisingGlobal Advertising

Global advertising may be defined as Global advertising may be defined as messages whose art, copy, messages whose art, copy, headlines, photographs, tag lines, headlines, photographs, tag lines, and other elements have been and other elements have been developed expressly for their developed expressly for their worldwide suitability.worldwide suitability.

Extension Vs. AdaptationExtension Vs. Adaptation

Pattern Advertising means localized Pattern Advertising means localized advertising. advertising.

Localized ads are less likely to Localized ads are less likely to required for industrial products or for required for industrial products or for technology oriented products sold to technology oriented products sold to either consumers or business either consumers or business consumers.consumers.

Creating Global AdvertisingCreating Global Advertising

Top 20 Global Advertising Top 20 Global Advertising OrganizationsOrganizations

Selecting an Ad AgencySelecting an Ad Agency

Creating Global AdsCreating Global AdsArt Directors and Art DirectionArt Directors and Art Direction

CopyCopy

Cultural considerationsCultural considerations

Global Media DecisionsGlobal Media Decisions

Top 10 countries for Ad Exp.Top 10 countries for Ad Exp.

Media DecisionsMedia Decisions

P R & PublicityP R & Publicity

How to react to negative publicity?How to react to negative publicity?

The Growing Role of PRThe Growing Role of PR

How PR is Different around the WorldHow PR is Different around the World

PR toolsPR tools