Advertising, in general, is the promotion of services, goods, ideas and companies, usually undertaken by a specific sponsor (Mayur, 2009). It is viewed by marketers as part of an organization’s promotional strategy. It involves processes where the intended message is properly designed so that a thought, a service, product, or an idea is promoted. It can be created for local or world markets (Mayur, 2009). This paper is thus devoted to the analysis of the issues that art directors and copywriters should take into account when creating advertizing for world markets. For the purposes of this paper, Russia is taken an example.
Art directors and copywriters should consider language. One major barrier to efficient communication through advertising is language. Different countries have different languages. As well, there are dialects within different given country. Therefore, it is critical to design words that appear on the advert in line with a universal language. They should take into account the type of language that will reach larger audience. Russian’s 160 ethnic groups, for instance speak over 100 languages. The majority speak Russian and Tatars. Understanding of the cultural heritage and literacy levels of the targeted markets is thus very essential. Therefore, language should be taken into account because, usually, different words have diverse meanings in different cultures in different countries. Art directors and copywriters should thus take into account language that is used in the advert.
Cultural issues must be taken into account. When creating advertising for world markets, cultural diversity knowledge is quite essential (Mayur, 2009). In particular, symbolism that is connected with cultural traits is critical. It is important for art directors and copywriters share information, for instance, when is caution appropriately used to enhance creativity. They must be able to understand what colour and human relationships means in different countries. For instance, in Asia, white is associated with death while in African Countries, it is associated with peace. While intimate scenes between women and men are allowed in Russia, they are totally outlawed in Saudi Arabia. It is thus essential for art directors and copywriters to fully comprehend cultural diversity before creating adverts for world markets.
Target market is another issue. What market does the advertisement targets? Does it target the aged, married, young couples, teenagers or children? Understanding the target market is very important as helps in designing catchy adverts. The art directors and copywriters should aim at creating a strong relationship between the company and the targeted market. Thus, understanding of the product’s target market is an issue that must be taken into consideration for the adverts to be designed effectively.
Different countries have different laws that govern the manner in which advertisements are created (Ali and Richard, 2007). Legal constraints thus become another issue that art directors and copywriters should take into account. Countries have laws that govern which media to use, when to use it and the contents it should have. Russia, for instance, the law prohibits running intimate adverts as such adverts are perceived as obscene. It is thus important for art directors and copywriters to stick to the laws and regulations that govern how adverts should be conducted in each and every world markets to avoid being grouped irrelevant for the market.
Competition is yet another issue that should be taken into account. Understanding the level of competition in the market is essential. It assists art directors and copywriters in creating adverts that enhance product’s brand building to contain the competition (Ali and Richard, 2007). Basically, a market with stiff competition calls for creative adverts that are able to help the idea, good, or service be strategically positioned in the market. To withstand competition, for example, in Russia, Russian Marketing and Advertisement Association (RMAA) can be used as a gateway to the Russian market for marketing and advertising. Art directors and copywriters need to assess the level of competition in a particular market and design an advert that more appealing than that of the competitors.
Cost efficiency and budget size need to be taken into account. The advert created should not surpass the budget as this may plunge the company into operate in deficits (Ali and Richard, 2007). Art directors and copywriters thus need to avoid creating adverts that drains company its resources. They should rather create adverts which remain cost effective.
Lastly, media availability is yet another crucial issue. Media diminishes the role of adverts. Art directors and copywriters therefore should thus assess the reliability, flexibility, cost, efficiency, clarity, creativity and connectedness of every media before they create the advert.
In conclusion, he major issues considered before creating advertizing for world markets are those issues which relate to the environment, i.e. type of product, budget size, target market, cost efficiency, competition, and reach and frequency. The media availability, language diversity, legal constraints, level of literacy, level of the economy, cultural considerations are as well taken into account as major issues.
Mayur. (2009). International advertising. Retrieved 23 April, 2012 from http://www.bukisa.com/articles/24315_international-advertising
Ali M. K. and Richard A. N. (2007). Multinational corporations and the challenge of global advertising: What do US headquarters consider important in making media-selection decisions? International Marketing Review, Vol. 24(5), pp.563 – 590.