Модуль 5: Международная реклама. Политическая реклама. Реклама в гостиничной индустрии.

Text10 International Advertising

Our world became global. More than ever before, corporations are looking beyond their own country’s borders for new customers. Faster modes of shipping, rising personal income levels worldwide, and falling trade barriers have all encouraged commerce between countries. Corporations open new markets and sell their products in many regions of the globe, and they advertise their products in those regions. International advertising makes goods or services known and attractive for the foreign customers, promotes them in the world market, and facilitates the process of cooperation of different countries of the world.

There are two tendencies in international advertising nowadays: standardising and localization. The aim of standardizing is to create an international image of the product (the same product name, design, and slogan used in different countries), and thus to save advertising expenses. It is proved that effectiveness of standardised advertising is increasing, because particular groups of people are happy to see the same advertisements in different countries and to use the services and goods of the same level, which are offered by the well-known companies. For example, young adults from different countries who follow the same trends in music, eating, fashion, sport games, have the similar taste and habits, study foreign languages and travel much. These people don’t need diversity, and they like the shop they buy food in, and the hotel they stay at in different countries look the same and offer the same goods and services.

Global advertisers develop advertisements for global target groups. There exist from five to seven target groups in every country, which have the same values, aims, beliefs and income. Researches show that advertising campaigns developed for a country can be quite successful in other markets. It can be said about prestigious models of cars, computers, audio- and video equipment. A common advertising approach can be found for goods for mothers – baby food, nappies; for housewives – cleaning agents and home appliances; for the rich – expensive cars, the goods for image perception (perfumes, expensive clothes, and jewellery). Advertising of food hardly can be standardised because people in different countries have different eating habits. In general, it is easier to standardize the advertising in the countries with the same level of economic development than with different ones, and for a new trademark than for an old and well-known one.

Sometimes while preparing an advertisement done for a country to be used in another country, some problems of translation arouse. For example, Braniff Airlines wanted to advertise its fine leather seats. But when its advertisement was translated from English into Spanish, it told people that they could fly naked! Another example of wrong translation is when Chevrolet tried to market the Chevy Nova in Latin America. In English, the word nova refers to a star. But in Spanish, it means “doesn’t go”. Would you buy a car with this name?

To avoid these problems of translation, most advertising firms write completely new ads. In writing new ads, global advertisers must consider different styles of communication in different countries. In some cultures, the meaning of an advertisement is usually found in the exact words that are used to describe the product and to explain why it is better than the competitor’s one. This is true in such countries as the United States, Britain, and Germany. But in other cultures, such as Japan, the message depends more on situations and feelings than it does on words. For this reason, the goal of many TV commercials in Japan will be to show how good people feel in a party or some other social situation. The commercial will not say that a product is better than others. Instead, its goal will be to create a positive mood or feeling about the product.

Global advertisers must also consider differences in laws and customs. For instance, certain countries will not allow TV commercials on Sunday, and others will not allow TV commercials for children’s products on any day of the week.

Advertisers say: “Plan globally, act locally”. It means that when a common advertising concept is created, it is necessary to make it fit local customs and traditions, to make it national.

Sometimes it is necessary to change the characters, the story or the plot. Ideal variant is partly standardised advertising, which has the same spirit and common strategy, but offers the opportunities to fit the local conditions so that its influence on the target audience can be more effective.

People around the world have different customs, likes and dislikes. Even though some markets around the world are quite similar, companies such as Mc Donald’s have found that it is very important to sell different products in different parts of the world. So when you go to a Mc Donald’s in Hawaii, you’ll find Chinese noodles on the menu. If you stop for a hamburger in Germany, you can order a beer with your meal. In Malaysia, you can try a milk shake that is flavoured with a fruit that most people in other countries have never tasted.

The products must be sold with the right kind of message. It has never been an easy job for global advertisers to create this message. But no matter how difficult this job may be, it is very important for global advertisers to do it well. In today’s competitive world, most new products quickly fail. Knowing how to advertise in the global market can help companies win the competition for success.

Questions:

1. What is international advertising?

2. What are the aims of international advertising?

3. What media of advertising do global advertisers use?

4. What global target groups can you name?

5. What are the two tendencies in international advertising?

6. What does standardising mean?

7. Give examples of standardised advertising.

8. What does localization mean?

9. What does a saying “Plan globally, act locally” mean?

10. What is an ideal variant for international advertising?

Text11 Political Advertising

There are different spheres of advertising: economic, social, legal, confessional, personal advertising, advertising of goods and services, advertising of interpersonal relationships and so on. Political advertising is used to advertise politicians, political parties, their ideas on how to solve social problems, and programs of improving standard of living in the society. Political advertising uses paid media in an organised effort which seeks to influence the decision making process of target groups. The purpose of political advertising is to arouse a desire to a certain perception or an action, let it be acceptance of the political party’s ideas, support for its suggestions and actions, or voting in favour of a particular candidate.

The functions of political advertising are traditional. They are: informative function, comparative, communicative, and ideological ones. Political advertising can be considered as an ideas conductor, and images, symbols and myths retranslator. Political advertising helps the political party to win the supporters and new members, to promote political ideas and actions. The state provides financial resources for the state legislative bodies elections. During the election campaigns political advertising is much more active than between the elections, when it is financed by political parties themselves.

Political advertising gives the voters the opportunity to catch the main idea of a political platform in understandable, laconic, and easy to remember messages. It inclines the target groups in favour of the certain political forces or politicians, forms and implants their desirable images into the mass consciousness. Political advertising tries to determine people’s feelings, sympathy and actions.

The subject of political advertising is an advertiser (a political party, a politician or a candidate). They advertise their programs and political actions. The objects of political advertising are the political process participants, which are to make their choice and to determine political direction they will follow. These people, grouped by their age and occupation, are called target groups. The political advertising goal is to make people belonging to a target group participate in political processes, to delegate power to the candidate, shortly, to provoke a certain political behaviour, including electoral behavior.

The electorate must be segmented into groups thoroughly and the program of the election campaign must be developed separately for every target group of audience. There could be such subprograms as ”Pensioner”, “Housewife”, “Company X”, “Student” and so on. Then it is necessary to study what kind of mass media this or that target group prefers. It will help to optimise media planning, to save money, and to increase influence of advertising messages.

Advertising uses rational and emotional ways to influence the audience, which must be in balance. While choosing the way of advertising it is necessary to take into consideration a political situation, social conditions, people’s consciousness and predominant perception mechanisms. Political advertisements can be delivered by press, radio and television. They can also be distributed by means of multimedia channels, on transport, billboards, and souvenirs.

Political advertising is a component of political marketing. The aim of political marketing is to help political parties and candidates to develop and fulfill an effective election campaign. Politicians have never been strangers to the latest trends in marketing and public relations. First of all, in order to gather and analyse information about the political market a sociological research is held. Information collected by the researchers helps to create an image of the candidate, to develop his political and social program, to organise his campaign, to create supportive groups, to arrange meetings and other events, to publish posters, leaflets, booklets, articles in magazines and newspapers.

Political consultants try to form the image of the candidate. The image must influence target audience so that the candidate becomes the head of the poll. Political consultants consider the candidate’s personal, social and symbolic characteristics. Personal characteristics are his age, gender, appearance; his character, temperament, individual decision-making style, personal traits and leadership quality, ability to generate the ideas, his values and beliefs. Social characteristics are the candidate’s education, his income, social status, official position, experience in management and politics. Symbolic characteristics of the candidate refer to one of the archetype (style of behaviour: Saint, Martyr, Saviour, Magician, Chief, Hero, and Father). For example, Saint, Martyr, Saviour are carriers of truth and revelation. They are clear and infallible. Magician is able to resolve irresolvable problems. Chief is wise and powerful, he is a defender and a patron. Hero is brave, honest and ready to sacrifice. Father is authoritative, strict and aggressive.

Political consultants take into account the correlation of these characteristics with the voters’ expectations (it is called the candidate’s quality). When the candidate’s characteristics and his quality are considered, it is necessary to estimate internal and external environment of pre-election marketing. External environment includes competitors, electorate, state, Constitution, law. Internal environment comprises the party’s organizational structure, its leaders, the candidate’s team, his program and so on.

Political struggle is a cruel fight; it is a matter of paradox that the audience is excited with this struggle, which often causes the feeling of growing heat. A voter must be educated and experienced enough to make a fair choice under the circumstances of positive and negative political advertising flow.

Questions

1. What is political advertising?

2. What kinds of media are used for political advertising?

3. What is the main purpose of political advertising?

4. What are the functions of political advertising?

5. What is a target group in political advertising?

6. Why must the programs of election campaign be developed separately for every target group of electorate?

7. What must be taken into consideration when you choose the way for political advertising?

8. Is political advertising a component of political marketing?

9. What does an archetype refer to? Can you give examples of politicians of different archetypes?

10. What is candidate’s quality?

Text12 Advertising in Hotel Business

Advertising is usually defined as a paid form of non personal presentation of ideas, goods or services, a way of publicly praising the goods in order to persuade public to buy or use them. The four main functions of advertising are to inform the customers, to persuade them to buy the goods, to remind about the goods, and to reinforce those customers who have already used the goods.

The main aim of advertising in hotel business is to inform about the hotel, its facilities and amenities, and about the level of service it provides. It is a well-known fact that advertising activities lead to increase sales and guests number. Some hotels spend up to 35% of their budget for advertising.

TV advertising is the most effective form of advertising, but a very expensive one. Standard 30-second spots show the beautiful views of a hotel, ideal images and ways of life and values of those who like to travel: strong, successful and curious men and women, who are ready to get new impressions and to enjoy new experience. TV viewers are persuaded to identify themselves with what they see and what they will consume.

The hotels have their own Internet-sites. They place information materials, colourful photos and video presentations. The audience of the Internet-site is wide.

The hotels publish brochures and distribute them among tour operators, travel agents, and corporate clients. Articles, photos, advertisements and other information materials are published in newspapers and magazines. Billboards installed along the highways, at the airports and railway stations can be useful as well. Free leaflets and flyers are designed for the hotel guests.

Direct mail, email, SMS messaging, and social network groups organising are new forms of advertising. Some hotels think of using web-cameras installed on the roof of the hotel or in the hall. Real time Internet broadcasting can be interesting for the prospective hotel guests. The hotel guests and the hotel personnel can answer the questions of the Internet users during the web-conferences.

The form of advertising often depends on the type of guests being served: the «upstairs guests» or the «downstairs guests». The upstairs guests are interested primarily in the rooms but not in additional services. They are willing to trade off for lower prices. The downstairs guests are interested in services and offerings in addition to their rooms. They want lounges, food service, spas, fitness centers, parking space, business facilities, and so on. They are willing to pay more. Hotel facilities are often outsourced, but advertising should be organised by the hotel both for upstairs and downstairs guests.

To make an advertising campaign effective it is necessary to put clear objectives for advertising, to calculate the expenditures for advertising very thoroughly, to create a message of memorable impact, to choose appropriate media and to decide how the result of the advertising campaign should be evaluated.

Answer the Questions:

1. What is advertising?

2. What are the four main functions of hotel advertising?

3. What is the main aim of advertising in hotel business?

4. What are the most pervasive forms of advertising?

5. What images and values of those who travel does advertising on TV promote?

6. What information must be given in a printed advertisement?

7. Is advertising on mobile phone a new business?

8. Can billboards be effective for advertising in tourism?

9. How can one make an advertising campaign effective?

10. Advertising acts as a great drive-wheel for trade, doesn’t it?