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PREREQUISITES: ADV 318J or MKT 320F or 337
COURSE MATERIALS: Required Text — Marieke de Mooij. Global Marketing and Advertising — Understanding Cultural Paradoxes. Sage Publications, Inc. 1998. In addition, a packet of class materials is required and can be purchased at Longhorn Copies.
COURSE DESCRIPTION: In spite of deteriorating economic conditions, major (and many minor) corporations continue to look outside their home markets for sources of increased sales and more efficient creation and delivery of products and services. Fewer and larger advertising organizations have an ever-growing share of major media expenditures around the world. Global media corporations are now a fact of business life. Global competition and worldwide marketing are becoming the driving economic forces in the business world. In this environment, we will explore the current state of, recent developments in, and the best projections of how advertising will be created and placed. Advertising continues to be developed under differing economic, cultural, regulatory and competitive conditions. At the same time, global and regional forces are having a significant effect on national and local advertising and generating, at least, surface similarities. Regional and global campaigns are being tried with greater frequency and with varying results. Multi-national agencies and clients have limited trained talent bases: "With the whole industry growing at 20% or more per year, the shortage of people - both for clients and agencies - has become critical. It’s the single biggest problem that is raised at senior management forums: finding, retaining and developing the local (and global) leaders of tomorrow.... Professional skills are needed, but so too are sensitivity to culture and language and a willingness to learn and lead in different ways." Campaign Magazine, London, February 4, 1994. The primary goal of this course is to put you into a position to intelligently discuss five fundamental driving factors in international advertising: (1) the current and future development of multi-national advertising organizations; (2) a basic understanding of the advertising views of major multinational clients; (3) the development and state of global and local creative appearing in major media; (4) the current state of the art in global, regional and local media; and (5) the effects of cultural, political and economic differences in various regions and countries.
COURSE OBJECTIVES: By the end of the semester, the lectures, videos and slides, readings, and the project you and your classmates prepare, should enable you to:
Describe the major agencies involved and their development by region;
Describe future agency organization as foreseen by key agency leaders;
Describe the magnitude of investment, influence and identity of key client spenders globally and regionally;
Discuss the differences in creative trends and developments regionally and for many local markets;
Discuss the development over the last four years of creative worldwide;
Identify the lead creative countries and their effect on advertising around the world;
Describe global media activities and innovation, and identify major global media organizations; and
Describe issues for international advertising managers in terms of regulatory requirements, ethical issues and economic considerations.
William S. Smith, William S. Smith
Copyright © 2000 William S. Smith. All rights reserved.
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