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.

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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

Advertising Concepts in the Context of Digital Media Cultures in the USA and Germany

6. Transatlantic Dialogue,

Düsseldorf

6. Transatlantic Dialogue


Global advertising market key components

Global Advertising Market: Key Components

  • Changing Global Advertising Industries

  • Globalization of Campaigns

  • New Approaches

6. Transatlantic Dialogue


Changing global industries

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

6. Transatlantic Dialogue


Globalization of campaigns

Globalization of Campaigns

  • Formerly: Overcompensation of cultural differences and national markets

  • Today:Worldwide standardized Marketing Mix

  • Future: more globally sophisticated Ad Strategies

6. Transatlantic Dialogue


New individualized approaches

New ‚Individualized‘ Approaches

Global /Local

Transnational

Fragmentation

6. Transatlantic Dialogue


New individualized approaches1

New ‚Individualized‘ Approaches

‚Contact‘ Tool

Communication

Tool

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

Global Predictions: Recovery and Growth

6. Transatlantic Dialogue


Digital culture u s framework

Digital Culture U.S.: Framework

  • Pluralism / Commercial

  • De- and -unregulated

  • Convergence of technologies and content

  • Multi-Channel Environment

6. Transatlantic Dialogue


Ad market coordinates u s

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

6. Transatlantic Dialogue


Individualization in micromarkets

‚Individualization‘ in Micromarkets

  • Microfragmentation of (Cable) Television: ‚Lifestyle,‘ ‚Sport,‘ ‚Gender,‘ ‚Genre,‘ ‚ethnic‘ on local levels

  • Nationwide Micro-Competition

  • Sophisticated Micro-Campaigns

  • Micro-Formats

6. Transatlantic Dialogue


Digital culture germany framework

Digital Culture Germany:Framework

  • ‚Public‘ Service Model/ Media as ‚Cultural Entity‘

  • Regulated (decentralized)

  • Segmented convergence

  • Limited Channel Capacity

  • DVB-T

6. Transatlantic Dialogue


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