Great global ads: the secret of success
ADS WITHOUT FRONTIERS: FOUR PROVEN APPROACHES
From our studies, we have identified four approaches that have been used successfully by international advertisers:
1. The “Brand Status Cluster” Approach
Brand status has been found to have a considerable influence on the kind of communications that are effective for a brand. For example, ads with an implicit message tend to work best in countries where the brand is very highly regarded and familiar; where the brand has “permission” to invite the consumer to fill in the gaps based on what they already know and feel...