This assignment will be based on an advertising campaign introduced by Innocent within the UK this advert was known as ‘super fruit’. With Innocent smoothie’s having been a UK based brand since the summer of 1998 when we had developed our first smoothie recipes Innocent drinks (2011) Innocent drinks has since then become the biggest smoothie brand within the UK. Growth of 14% on the previous year saw Innocent become the biggest smoothie brand in the UK with 75% of the market share. O'Reilly (2011) Having had this affect within the UK I will now develop a campaign proposal based on repositioning this product within the USA through the use of traditional and e-based advertising media. I will do this by critically analysing the impact of globalisation and e-technologies on advertising strategy, implementation and control. I will then propose amendments to advertising objectives, message appeals and media for a variety of campaign contexts.
Innocents Smoothie Globalisation impact:
Advertising is a mass-mediated communication. For communication to be classified as advertising it must be: 1. Paid for
2. Delivered to an audience via mass media, and
3. Attempting to persuade.
In order to persuade the American consumer, or be effective, the advertisement must communicate to the audience the message it wants to relay, that is, it needs to be understood. Therefore if international advertising aims at communicating across cultures, its messages need to be encoded in a way to be understood by the target culture. At this point, it is also important to add that advertising is a form of communication that employs not only verbal but also non-verbal signs in order to communicate messages about products or organizations.
Advertising strategy will have affect on the cultural environment of the USA “this is the accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society. We can’t understand advertising unless we consider its cultural context: culture is the lens through which consumers make sense of marketing communications.” Solomon (2009) This shows that understanding the culture before repositioning within the USA is important and from research has shown that some observers contend that the British and American cultures are based on different assumptions that in turn, should be reflected in their advertising (Carey 1975, Lannon 1986). According to Lannon's scenario, British advertisers use more soft sell methods, which would include greater use of humor, than the more hard sell, fact-based model that she believes is dominant in U.S. advertising. Having found this out the Innocent advert tends to use the soft sell methods with its ‘super fruit’ slogan and I think this will need to change to be able to reach the American culture I will explain later in the proposal when making amendments how we intend to do this. Britannica.com (2007) defines Culture as: “The integrated pattern of human knowledge, belief, and behaviour that is both a result of an integral to the human capacity for learning and transmitting knowledge to succeeding generations. Culture thus consists of language, ideas, beliefs, customs, taboos, codes, Institutions, tools, techniques, and works of art, rituals, ceremonies, and symbols.” Culture is the most important concept in anthropology. Anthropologists commonly use the term culture to refer to a society or group in which many or all people live and think in the same ways. Likewise, any group of people who share a common culture, and in particular, common rules of behaviour and a basic form of social organization, constitutes a society. Thus, the terms culture and society are to some extent interchangeable. According to Encarta.msn.com (2007):
“Variation among cultures is attributable to such factors as differing physical habitats and resources; the range of possibilities inherent in areas such as language,...
References: Levitt, Theodore. 1983. The Globalization of Markets. Boston, MA: Graduate School of Business Administration, Harvard University.
Papavassiliou, Nikolaos and Stathakopoulos, Vlasis. 1997. "Standardization versus adaptation of international advertising strategies: Towards a Framework" European Journal ofMarketing. 7 (31): 504-527.
Solomon, Cornell and Nizan. 2009 Advertising and Promotion in Real Time Edition: Flatworld knowledge
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