advertising concepts in the context of digital media cultures in the usa and germany
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Advertising Concepts in the Context of Digital Media Cultures in the USA and Germany. 6. Transatlantic Dialogue, Düsseldorf. Global Advertising Market: Key Components. Changing Global Advertising Industries Globalization of Campaigns New Approaches. Changing Global Industries. - PowerPoint PPT PresentationTRANSCRIPT
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March 15, 2004 6. Transatlantic Dialogue
Advertising Concepts in the Context of Digital Media Cultures in the USA and
Germany
6. Transatlantic Dialogue,
Düsseldorf
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March 15, 2004 6. Transatlantic Dialogue
Global Advertising Market: Key Components
• Changing Global Advertising Industries
• Globalization of Campaigns
• New Approaches
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March 15, 2004 6. Transatlantic Dialogue
Changing Global Industries
• Increase of Worldwide Operating Agencies
• Intense Competition for World Markets and Sophistication of Consumers
• Diversification of Product Lines by Major Advertisers: Vertical and Horizontal
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March 15, 2004 6. Transatlantic Dialogue
Globalization of Campaigns
• Formerly: Overcompensation of cultural differences and national markets
• Today:Worldwide standardized Marketing Mix
• Future: more globally sophisticated Ad Strategies
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March 15, 2004 6. Transatlantic Dialogue
New ‚Individualized‘ Approaches
Global /LocalTransnational Fragmentation
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March 15, 2004 6. Transatlantic Dialogue
New ‚Individualized‘ Approaches
‚Contact‘ ToolCommunication
Tool
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March 15, 2004 6. Transatlantic Dialogue
Global Predictions: Recovery and Growth
• Growth of worldwide advertising markets from 3.4 % to 5%, USA, Europe, Asia (Aegis, UK)
• Online Ad Markets: Growth Factors on Key Markets
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March 15, 2004 6. Transatlantic Dialogue
Digital Culture U.S.: Framework
• Pluralism / Commercial
• De- and -unregulated
• Convergence of technologies and content• Multi-Channel Environment
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March 15, 2004 6. Transatlantic Dialogue
Ad Market Coordinates: U.S.
• Growth of Overall Ad Market (Ad Sales) to $ 128 Billion
• Decrease Ad Sales of Network Television (Growth by around 1% (20 Billion.)
• Increase of Internet by 15 % ($ 6 Billion)• Increase of Advertising in Cable Channels• Increase Regional Print Media, Decrease National Print
Media
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March 15, 2004 6. Transatlantic Dialogue
‚Individualization‘ in Micromarkets
• Microfragmentation of (Cable) Television: ‚Lifestyle,‘ ‚Sport,‘ ‚Gender,‘ ‚Genre,‘ ‚ethnic‘ on local levels
• Nationwide Micro-Competition
• Sophisticated Micro-Campaigns
• Micro-Formats
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March 15, 2004 6. Transatlantic Dialogue
Digital Culture Germany:Framework
• ‚Public‘ Service Model/ Media as ‚Cultural Entity‘
• Regulated (decentralized)
• Segmented convergence
• Limited Channel Capacity
• DVB-T