Global Advertising Research Articles

Global Advertising Messages for Cosmopolitan Consumers to Promote Green Buying Behavior: A Cross-country Investigation

Global Advertising Messages for Cosmopolitan Consumers to Promote Green Buying Behavior: A Cross-country Investigation

Marketing Modernity, Selling Hazeline: A Comparative Study of Indian and Chinese Markets, 1908–1957

AbstractThis article explores how the experiences of colonial modernity were constituted through global advertising by examining the transnational marketing of Hazeline Snow in early twentieth-century India and China. Manufactured by London-based pharmaceutical company Burroughs Wellcome Company (BWC), Hazeline Snow was a globally circulated medical-cosmetic commodity that showcased the advance of colonial modernity in Asia in the early twentieth century. Focusing on the convergences and divergences in the textual and visual representations of gender, beauty, and race in Chinese and Indian Hazeline Snow advertisements, this article illustrates the uneven ways in which capitalism created, disseminated, and adapted to different knowledge systems in distinct colonial contexts. It argues that modern beauty ideals promoted by cosmetics advertising were not simply the diffusion of a hegemonic Western modernity driven by the symbiotic expansion of capitalism and colonialism, but were shaped by the entanglement of global transformations and local conditions, including pre-colonial aesthetic value systems, inter-Asia exchanges, and competition from both local and other colonial actors. As ‘Snows’ became a specific kind of Asian commodity in their own right, the meanings of being modern and being beautiful was no longer the preserve of a specific company or a generalized ‘West’.

ADVERTISING AND PR OF CLEANING SERVICES IN UKRAINE (2010–2023)

The article analyses the development of cleaning services in Ukraine during the 2020s and early 2020s. Not only mass media publications with market reviews were studied, but also business proposals, information and advertising materials of leading Ukrainian cleaning companies. A comparative analysis of the characteristics of Ukrainian and foreign companies was carried out. A large amount of quantitative information was collected about the development of this business, its leading trends, enterprises, client base, negative and positive factors of the cleaning companies` activity. The main attention of the authors is paid to the history and prospects of Ukrainian cleaning services promotion: marketing strategies, as well as advertising and PR products. The main advertising channels used by cleaning companies are described. Gender aspects of promotional products used in 2023 occupy an important place in the study. Content analysis was used to study this aspect. The patterns of psychological interpretation of colours are described. The article has an applied orientation. Using the arsenal of tools accumulated by global advertising and PR practice, described in professional literature, and taking into account the main needs and challenges of the cleaning industry in Ukraine in the first half of the 2020s, numerous recommendations are offered here. In particular, the article contains more than 10 slogans suitable for use in the cleaning business; an instruction-template of advertising article is offered, including detailed recommendations on style, vocabulary; a number of tips for cleaning business on the use of colors in the graphic design of informational, advertising, and PR products.

Pricing and advertising in dual-channel supply chains: real applications for coffee processing and distribution companies

ABSTRACT In the present research, the local and global dynamic advertising and competitive pricing are considered in the form of an integrated differential game model in the dual-channel supply chain of a coffee processing company. Furthermore, integrated mathematical analyses are presented to examine the equilibrium paths of the game. One of the main novelties of this study is to consider the state variable as the amount of credibility that is given to the customer by the global advertising of the manufacturer. According to the results, the equilibrium price of online sales is higher than the retail price. Furthermore, the advertisement volume of the manufacturer in the online channel is more than the local advertisement volume of the retailer, and the advertisement volume of the retailer is more than the global advertisement volume of the manufacturer. In this case, the profit of the manufacturer in the online channel is always more than the profit of the retailer in the traditional retail channel. Therefore, activities of the direct online channel can lead to an increase in profits, however, the conflict of channels could reduce the demands through the traditional retail channel. The sensitivity of equilibrium levels of optimal variables are also analyzed.

ІННОВАЦІЙНІ МАРКЕТИНГОВІ ТЕХНОЛОГІЇ УПРАВЛІННЯ ІТ-ПРОЄКТАМИ

In today’s tough competitive conditions, enterprises should use the latest marketing technologies that will help them gain additional competitive advantages, implement innovations and provide a wider range of services for their customers. Enterprises that are part of the IT sphere are trying to find modern approaches to project management in order to adapt to the numerous needs of consumers and to focus on the critical elements of successful IT-project management. Thus, the application of digital marketing elements in project management gives enterprises the opportunity to effectively use their available resources and achieve maximum results at lower costs. The analysis showed that the largest share of sales revenue belongs to IT companies working in the field of healthcare (21%), e-commerce (20%), education (18%) and insurance (11%). Based on the sample, it was found that about 70% provide IT services to a wide range of clients (EPAM, GlobalLogic, Netcracker and others), about 15% work as a Global In-house Center (GIC) for a single parent company (Wargaming.net, Ring, Samsung R&D Institute Ukraine, Oracle) and 15% create their own product (Genesis, EVO, Terrasoft). It was found in the article that powerful IT companies operate on the territory of Ukraine, and thousands of specialists work in the IT field, who ensure not only competitiveness and sustainable development of the enterprise, but also develop IT-projects, and innovative marketing technologies that allow businesses to gain new competitive advantages and enter global markets sales and increase their profitability. It has been proven that in the era of information technology development, digital marketing is a powerful carrier of progress, allowing it to turn unknown start-ups into huge corporations with billions of profits. Digital marketing is currently the most dynamically developing segment in the field of global advertising. A study of the dynamics of spending on marketing activities showed that most IT companies invest huge amounts of money to promote their products and projects via the Internet. Analysis of innovative marketing technologies proves that enterprises should use Internet technologies to promote their own goods, services, and IT projects. The most used today include SMM marketing, mobile marketing, creating your own website, and cross-channel content marketing.

Značaj lokalne kulture u oglašavanju - slučaj Srbije

The paper explores the importance of local culture in advertising in Southeast Europe, in particular in Serbia. The aim of the research was to examine whether there is any difference in perception among people in Serbia toward brands using local advertising campaign and brands using global advertising campaigns. The research included 520 respondents and the analysis included different statistical methods. The study examined the extent to which the influence of culture on the communication strategy is felt, and whether this impact is the same for all target audiences and for all product categories. The research reveals whether customers from Serbia prefer local or global campaigns, and whether the choice of the local versus the global has a more positive impact on brand perception. The findings showed some interesting and contradictory results: consumers prefer local advertisements rather than global campaign, though other finding indicate strong influence of globalization Serbia as represent of Southeast Europe countries.

Fraudulent traffic detection in online advertising with bipartite graph propagation algorithm

Online advertising fraud has brought huge economic losses to global advertisers. We propose and compare a set of graph models to detect fraudulent Internet Protocol addresses (IPs) in online advertising. We use the classic label propagation algorithm (LPA) on the IP-campaign bipartite graph as our baseline. Based on two behavioral patterns of fraudulent IPs, the power-law distribution and behavioral similarity, we propose two new methods to calculate IP fraud scores and three new methods to calculate campaign fraud scores. Their combinations produce six variations of LPA. Finally, we integrate the six variations with the random forest algorithm. Results show that all six variations outperform the basic bipartite graph model. The integrated random forest algorithm outperforms the basic bipartite graph model in precision, ROC, F1 score, and kappa by 17.9%, 15.0%, 17.9%, and 23.1%, respectively.

THE TECHNOLOGY IN ADVERTISING OF MARKETING AS AN INNOVATIVE METHOD

This article shows the effective role technology of advertising, when you start your business in brand-new ways. Today, modern trends in global advertising are showing a clear shift towards a more integrated and generally more responsive method of communication than the traditional advertising approach. This new approach and technology offers new ways of interacting with their target market. Therefore,the article pays special attention to advertising services

The impact of social advertising on mental health of population

Introduction In Ukraine, the first place among mental disorders (over 40%) - those that arise as a result of drug and alcohol addiction. In 2nd place - disorders due to organic impressions of the brain, 3 - disorders of intellectual development, 4 - schizophrenic disorders. 5 - neurotic, anxiety disorders, including depression. Although according to the WHO, Ukraine ranks in the world one of the first places in the incidence of depression. At the end of 2016, 261240 patients with mental disorders in Ukraine had a disability group (Order of the Cabinet of Ministers of Ukraine, 2017).
 Purpose The purpose of the paper is to analyze the relationship between mental health of population and social advertising. And to show the importance of the impact of social advertising on health (not only physical but also and mental). To explore global social advertising campaigns on mental health of population.
 Results and Discussion The World Health Organization (WHO) gives the following definition of health: "Health is a state of complete physical, mental and social well-being." It includes three components: the absence of disease; the work of the organism is coordinated and allows to fully perform all functions; a state of harmony within oneself and with each other in the physical and social environment. Accordingly, mental health is an important part of it.
 If these three indicators are normal, then a person becomes stress-resistant, able to work, productive and active in public life. It also depends on the emotional state whether a person is able to perform certain social roles, to realize and manage their own emotions, to be open to development and learning (World Health Organization, 2020).
 The level of quality of life, labor productivity, active social position, unity, social peace and stability depend on the state of mental health, which has a positive effect on the economic and social development of the country.
 The World Health Organization website has a report on the 2013 meeting: “The World Health Organization has approved a Comprehensive Plan of Action in the field of mental health for the period 2013-2020 and extended until 2030. The plan aims to implement global and national actions to strengthen mental well-being, prevent mental disorders, and provide medical care. This plan is aimed at achieving 4 objectives, one of which includes at the primary level comprehensive integrated health and social care, which responds quickly to change (World Health Organization, 2013).
 One of the types of primary prevention in social work is social advertising. After all, quite a few people seek help in the right institutions. This may be due to shame, non-recognition of the problem or problem situation, ignorance of one's rights, or information about the possibility of receiving assistance that can be provided by the state or a specialized organization.
 It is through social advertising that you can influence the mental health of society, informing about activities, organizations, laws, programs, services and much more that will help people strengthen themselves or help loved ones. As a result, more people will be informed and at least a percentage of situations will be avoided, because people in difficult emotional states are more exposed.
 In Ukraine, the development of social advertising is not very high, because many organizations do not pay attention to non-profit campaigns, and the state, due to many factors, cannot afford the significant cost of social advertising.
 Most developed countries have their own programs and projects to combat various diseases, such as "She Entrepreneurs", "Ispire2Entreprise", "Educate!". These are programs to combat cancer, diabetes, HIV/AIDS, vaccination support, campaigns for the right treatment of people with disabilities, members of national, racial, ethnic, religious and linguistic minorities. For example, campaigns against risky behavior cover the three most relevant topics: smoking, drug use and excessive or illegal alcohol use (Platforma, 2015).
 Conclusion Thus, timely detection and resolution of problems will not worsen human health and prevent its violation. It is the right social advertising on mental health that can correct this. If enough people, especially those at risk, are informed, many negative consequences can be avoided. It is possible that the state of our country's economy does not allow sufficient funding for the social sphere, but the inspiration of our people creates special opportunities and a strong basis for the future. World practice sets a good example to follow and helps our country to develop social initiatives, in particular in social advertising as one of the tools of prevention in the social sphere

Comedic violence in advertising: cultural third-person effects among U.S., Korean, and Croatian consumers

Humour is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavour to see whether comedic violence ads by U.S. brands could travel globally. This research conducted three studies in three countries, chosen for their distinctively different cultural tendencies and market potential: the U.S., Korea, and Croatia. Across the studies it was found that (1) individuals in the U.S. used aggressive humour in daily life more than Koreans or Croatians, (2) U.S. had higher perceived humour and ad attitudes towards the comedic violence ad than in Korea or Croatia, and (3) U.S. individuals found the comedic violence ad funnier for themselves than for others in different cultures while Koreans thought the ad was less funny for themselves than for others in different cultures. Croatians did not have response differences between self vs. others. Theoretical and practical implications of the findings are discussed.

Global advertising in the 21st century

Global advertising in the 21st century

Advertising and quality improving strategies in a supply chain when facing potential crises

In this paper, we consider a supply chain that faces a potential brand crisis, with one manufacturer deciding quality improvement and global advertising levels, and one retailer determining local advertising effort. The goodwill model proposed by Nerlove and Arrow (1962) is adopted here under the assumption that when the crisis happens, the companies suffer a sharp decrease in the goodwill. We characterize the feedback Nash equilibrium, and then we compare the corresponding quality and advertising strategies and outcomes with those of the case where the potential crises are absent, and where the companies do not invest in quality. The effects of the instantaneous crisis rate and the short-term and long-term damages are also evaluated. Our results reveal that the pre-crisis quality improvement accelerates the goodwill build-up before the crisis, and also helps the recovery in post-crisis regime. Its twofold function suggests that one of the pre- and post-crisis regimes/instants ought to be matched with more intense investment in both quality and global advertising, depending on the overall effect of instantaneous crisis rate, short-term damage and long-term damage. This carryover effect also brings a non-monotonicity of quality improvement effort and value functions with respect to the instantaneous crisis rate. These properties leave the chance to mitigate the loss by anticipating crisis for both members under certain circumstances.

Local and standardized strategies: A content analysis of newspaper food and beverage advertising in Jamaica

Globalization has led to changes in diets and advertising linked to audience preferences. This study examines local and global brand food and beverage advertising in Jamaican newspapers. Content analysis of 440 advertisements revealed the predominance of global fast-food brands, often including soda. Healthier foods were found in one in 10 ads. Information cues included taste, quality, and price, yet 14% of ads featured only a product image/logo. Advertisements reflected standardized and local strategies.

Human Resource Management and Development Some Issues and Challenges

Every business unit needs human resource (manpower) for the conduct of different business activities. In fact, no organisation can exist or operate efficiently without the support of human resource. Such human resource includes top level managers, executives, supervisors and other subordinate / lower level staff / employees. A business organisation has to estimate its future manpower needs and adjust its manpower planning and development programmes accordingly. This is called 'staffing' function of management. Human resource management is also described as personnel management or manpower management. HRM can be a challenge for small businesses especially, which typically don’t have an HR department to rely on. They may be limited to one HR person, or this responsibility may still belong to the CEO. Regardless, small business owners need to understand the challenges facing them so they’re prepared to tackle HR issues as their company, and workforce, grows. Issues such as cash flow, competition, and revenue growth are top of mind for small business owners and their teams. Developing a diverse workforce requires HR to create job descriptions that attract the best candidates, no matter where they live. There are logistical issues involved, including global advertising, relocation, visa applications and negotiating salaries and benefits. This paper tries to analyse common HR issues so you can put the right policies and procedures in place now. Understanding the complexities of employee benefits, employment laws, leadership development, and other areas will help you stay ahead of the competition and meet your business goals this year, and in the years to come.

“How Ad Music Attitude-Based Consumer Segmentation Can Help Advertisers”

Audio-visual advertising expenditure in developing countries like India is growing fast. Focusing on the advertising music attitude, global and local advertisers need to look into the musical consumption pattern of potential Indian consumers. Different consumers have different attitudes toward music deployed in the advertising, which they evaluate from the perspective of its fit (with different elements of the advertising); created appeal; utilitarian value. Hence, this study focuses on identifying possible segments of consumers based on their attitude toward advertising music (Aam); ascertaining the difference between segments. Further, this study aims at ascertaining the musical preferences of consumers that may prescribe to substantial managerial implications. To identify segments, cluster analysis was carried out based on Aam . Further, a multiple discriminant analysis (MDA) was conducted to find out the difference between clusters/segments. To identify consumers’ music preferences, respondents were asked to rank their topmost music genre out of ten suggested genres. This research identified three consumer segments based on their Aam: enthusiasts, mainstreams, and non-enthusiasts. Enthusiasts, mainstreams, and non-enthusiasts all prefer advertising music from their favorite artists. The results indicated that the discriminant functions among clusters are significant. Consumer segmentation based on Aam increases ad strategy effectiveness. Enthusiasts have a broad musical preference facilitating the most creativity in ad development and execution. Advertising music budget will determine music choice (preexisting, new, original artist, cover, etc.). Consequently, Aam segmentation would help advertisers to design effective advertising music strategy.

Expanding the scope for research on global English‐language advertising

AbstractLanguage contact phenomena of English use in global advertising are usually analysed within the framework of world Englishes or linguistic hybridity for an examination of language contact and change, borrowing, hybridization, bilingual creativity, language attitudes, functions, and others. The insights of postcolonial performativity, however, suggest reconsidering the theoretical grounding for studying English use at the transnational level in diverse genres of different sociolinguistic communities around the world. This article posits a new direction for studying the use of English in global advertising. The high level of variation and complexity observable in many aspects of English use is assumed to be germane to, and constantly mediated through language ideologies that are often diverse, complex, unstable and even conflicting.

Network Centrality Measure as an Indicator for Standardized Advertising Strategy in Economically Similar Countries

In response to certain discrepancies prevalent in the debate on global advertising, we have identified important gaps in the global advertising literature. The focus of this inquiry is an investigation of the operational aspects of the standard advertising strategy by multinational companies (MNCs). Specifically, the authors attempt to identify the path to strategic implementation of standard advertising strategy through network analysis, with the determinant factors that play an important role in determining the degree of advertising strategy. The findings suggest that the extent to which multinationals can standardize their international advertising strategies will depend on the level of similarity among the countries in the network. The authors highlight that, given the inconsistency that exists in observation, it is evident that a single distinctive strategy for standard advertising may be followed by MNCs which can be the optimal solution of standardized global advertising for sustenance in the presence of steep competition. The authors discuss and highlight the various implications of the findings for business practitioners. The authors conclude the study by showing the scope for future research along with the limitations of the study.

Global expansion of SMEs: role of global market strategy for Kenyan SMEs

There is need for Kenyan small and medium enterprises (SMEs) in particular to focus concern on the orientation of business strategy toward global market strategy, market research geared at obtaining foreign market intelligence, innovation and technology, product adaptation, service orientation, collaborative ventures, and long-range vision as critical factors in making them successful in the international market. They also need to interact effectively with other firms in more or less tightly connected networks of shared production and innovation if they are to succeed in the current wave of globalization. The purpose of this study was to investigate the role of global market strategy on the global expansion of Kenyan firms. The research study used descriptive and inferential design as a chosen design. The researcher used multiple/multivariate regression analysis to determine the functional relationship between the independent variables and the dependent variable. The global market strategy variables considered include the following: market strategy incorporating: global advertising and promotion, external advisory services, foreign market specialization, competitive pricing strategies, and focus on quality products/services; foreign market intelligence on locating markets, trade restrictions, competition overseas, and market and investment opportunities; and logistics and distribution incorporating: handling of documentation, distribution coordination, warehousing, arranging transportation, and collaboration with large firms.A random sample of 205 firms was drawn out of 440 members of Kenya Association of Manufacturers, based in Nairobi, from the Kenya Association of Manufacturers and Exporters Directory of 2012. The senior management of selected firms was surveyed and 175 firms responded making a response rate of 85 percent. The key finding from the research is that there is a functional relationship between global market strategy and global expansion of SMEs. The implication for practice and policy is that there is a need for collaboration between industry and government in pursuing policies for global expansion and among SMEs and large enterprises particularly in developing capacity and collaboration in global marketing strategy, market intelligence gathering, export promotion and strengthening of foreign trade missions. An early-warning system to alert firms of changes that may lead to potential failure in their global business activities can be developed.

Visual Vernaculars Across Emerging Markets Inter-Cultural Perception of Global Advertising

Given the predominance of visual image over language copy in global advertising this research explores its inter-cultural perception across emerging markets worldwide. Discourse analysis was conducted on the qualitative responses to global print advertisements by target segments in emerging markets of three geographic regions. Both similarities and differences of perception were found between the selected markets in the Middle East, Latin America and East Asia regions, among the upper middle-class target segment for up-market fashion products. Hence the author proposes that visual perception of global advertising be conceptualized as a continuum of vernaculars, rather than as discrete modes suggested by established inter-cultural typologies. Effective execution of global advertising campaigns for emerging markets therefore calls for contingency approaches to optimizing creative strategies.

Global marketing and advertising development based on cultural specificities in the world

Предмет дослідження: взаємозв'язок глобального маркетингу і реклами з культурними особливостями країн у світовій економіці. Мета дослідження: на основі аналізу підходів транснаціональних корпорацій до формування глобальних маркетингових стратегій визначити основні елементи з урахуванням культурних відмінностей приймають ринків і виділити рушійні і стримуючі фактори, що впливають на глобальну інтеграцію і маркетинг. Методи: загальнонаукові методи аналізу і синтезу, методи угруповань, узагальнення та систематизації даних, а також економіко-математичні моделі. Результати роботи: В статті міститься аналіз основних механізмів побудови глобальної маркетингової стратегії і реклами ТНК, сформованих з урахуванням культурних відмінностей країн в світовій економіці, досліджено основні види маркетингових стратегій на основі EPRG-схеми, представлений компаративний аналіз маркетингових стратегій інтерналізації та локалізації, використовуваних різними ТНК (включаючи ТНК Китаю). На основі SWOT-аналізу основних елементів глобальних маркетингових стратегій ТНК виділені основні сполучення стратегічних елементів і напрямків розвитку національних компаній. Галузь застосування результатів: Результати дослідження можуть бути використані при формуванні маркетингових стратегій національних компаній при виході на міжнародний ринок, допомогти в процесі інтернаціоналізації компанії, посилити положення компаній в міжнародній торгівлі за допомогою побудови враховує культурні відмінності маркетингової стратегії і реклами. Висновки: Процеси глобалізації призвели до посилення зовнішньоекономічних взаємозв'язків держав і формування нової світової інфраструктури. Це зумовило актуальність формування маркетингових стратегій національних компаній з урахуванням світового досвіду маркетингових стратегій ТНК і з урахуванням культурних відмінностей приймаючих країн. Облік культурних відмінностей внутрішніх ринків країн дозволяє уникнути істотних втрат при побудові відповідної маркетингової стратегії (наприклад, EPRG-схема), побудувати адекватну симбіоз всіх ресурсів компанії (включаючи фінансові, трудові, інноваційні та ін.), Що дозволяє завоювати нові ніші на ринку або утримати конкурентні позиції. Цьому також сприяє наявність регіональних торгових угод, зняття тарифних і нетарифних обмежень у світовій торгівлі. Все це дозволяє виділити рушійні і стримуючі ключові фактори, що впливають на глобальну інтеграцію і глобальні маркетингові стратегії в сучасних умовах.