periklananinternasional.2
DESCRIPTION
periklanan internasional pertemuan ke 2 kelas pak Agus PutrantoTRANSCRIPT
Advertising in the global change
The power of global economic will shape up business structure in the
local business level.
Impulse of Business Global Development
Political and geographical has changed. New emerging countries Single market
Global companies realized the value of brand.
Media with global coverage. From Specialist to super-specialist.
Deal with global business
Theodore Levitt (1983) Corporations doing business abroad
to operate with resolute constancy—to sell the “same thing, in the same way, everywhere”
“The globalisation of markets is at hand. With that, the multinational commercial world nears its end, and so does the multinational corporation.
The global corporation operates with resolute constancy – at low relative cost – as if the entire world were a single entity; it sells the same things in the same way everywhere.
Theodore Levitt 1983 in the Harvard Business Review wrote:
Duscussion time
Diskusikan bagaimana impact globalisasi ekonomi untuk konteks Indonesia.
Apa yang harus dilakukan untuk menghadapi situasi tersebut.
Global impact
It could be said that advertising and marketing can be a nation’s unofficial diplomat overseas, representing a country’s way of life more dramatically and realistically than official state department or foreign office ambassadors.
The tremendous international impact of marketing and advertising in the world, in fact has led to the coining of the word “ad-plomacy”.
40Th International Advertising Association Congress
“With each turn, there is change,With each change there is a new perspective, a new challenge, a new solution”
“Companies must learn to operate as if the world were one large market
Theodore Levitt (1983)
Li Ning case
Pelajari kasus Li Ning memasuki persaingan global brand.
Bagaimana cara Li Ning membangun merek Apa saja yang mempengaruhi perkebangan
Li Ning sebagai global brand.
Domination of Economic and Industry
‘Advertising and marketing techniques are by far the most successful Americanexport’—and national agencies which fall under the control of the Americannetworks breathe fresh vigour into this image.
U.S. Weakly: American Brands Take Hits
Coca-Cola, McDonald's, Colgate-Palmolive and Kodak are among blue-chip U.S. brands taking a beating when it comes to how liked they are around the world, according to a study by GfK Roper Consulting, in part because of their country of origin.
U.S. Weakly: American Brands Take Hits
American companies posted four of the five biggest drops in likability. Coca-Cola tumbled the furthest, nearly 40%.
The biggest gainers were all foreign: Germany's BMW, Mercedes and Volkswagen, along with Japan's Sony and Honda. (Sony and BMW both jumped more than 30%.)
Assignment
Find some example cases of boycot or protesting to brand or business realted with country of origin.
New emerging alliance try to fight the domination
China and India ( Dragon and Elephant) Coopetition between China and India make
: ‘Chindian’ Bollywood as soft power Soft, Hard and ‘Smart’ power Branding nations and cultures: Yoga,
Confucius and spiritualism
Discussion Time 30 minutes
Discuss about domination in the business/economic/marketing communication /social and cultural (get for facts and phenomenon)
For us how we face and handle that challenge.
ASIA export to:
Asia export to: 1983 1990
USAEC
12960
195129
Total 189 324
JapanOther ASIA
34108
76250
Total 142 326
Shifting Export
Asia export to:USA
1990 2000
Thailand 2 5
Malaysia 2 5
Philippines 2 4
Singapore 5 11
Economic Export = Culture Export
Global language, concept and definition. The meaning of
international, global, multinational?
Brand concept. Definition of
technology.
Global Over the past few decades, we have witnessed
the emergence of a truly “global village”. With digitization and electronic
communication, it becomes easier for new companies to spread the word about their products around the globe.
The recent convergence of global communications and global trade has created a growing set of people worldwide who are beginning to identify with the concept of “global citizen.”
Impact of global trade system
Wallerstein: the Modern World System:1974.Mengemukakan 3 zona : The core states atau core areas (high-
income areas). G8 Countries The peripheral areas (low income). Semi periphery (middle/low income).
6 Influencing factors which influence international trade.
WInternational monetary system
orld trade system. World peace National economic
growth. Communication Global enterprise