Themes in Global Advertising Industry Case Study

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Thriving in a Competitive Global Context
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1. What do you think are the main themes emerging from the Global Advertising Industry case
study?
Introduction
The nature of the global market is alarming to all stakeholders associating with it. It is as
a result of transformations steered by forces leading to the dilemma in the advertising industry.
The advertising industry is made up of various components such as consumers, technology, and
competitors. They are the sources of different ideologies. This forms the topic of discussion
which is the themes prevalent in the case study titled Global forces and the advertising Industry.
Body
The main idea emanating from the work is change. The effects felt in the industry are as a
result of changes that have taken place on various elements making up the advertising industry.
They are as a result of competition or other forces that pressurize the actors to behave in a certain
way. Change is the central theme. The concept is indicated by the following attributes from the
case study;
Advertising has reformed form traditional ways. The new millennium brought the
changes as companies adopted modern ways of informing the consumers of their new products
or persuading them to go for their products (Ventriss, 2012). The phenomena were primarily
aided by changes in communication whereby digitization was incorporated. Through this
platform new strategies of contacting consumers emerged (Kaul, 2013).
The new strategies changed the mode through which adverts were relayed. Previously
advertisement was solely the role of the agencies. They were supposed to create the adverts to
suit the target audience. Brands such as consumer goods and Business-to-Business relied on

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media platforms such as television and radio. The theme of change is evident is in the case study
as new methods of advertising have emerged and companies no longer rely on the agencies. The
internet has opened borders have enabled search engines that have been preferred as they reach a
large number of audience.
The change in the preceding discussion has been as a result of the transformation in
telecommunication. Digital revolution aided transformation in communication as the
advertisement industry has effectively utilized this platform to reach more audience.
Globalization has played a significant role as the word is brought to the arms of the industry
(Lanzolla & Anderson, 2010)
Digital revolution has made it easier for companies to implement changes in the
compensation program. In the traditional industry, payment was made based on creativity in the
creation of advert and cost incurred. Currently, compensation is on the results obtained from a
particular advert. Analytic tools used to analyze information on the behavior patterns of
consumers and the effects of an advert on the audience have made it possible. Compensation is
on the value added.
The case study indicates that there is an increase in spending. The new advertising
models require clients to invest a lot in the sector. The platform used is capital intensive, i.e.
digital. Analytic tools are incorporated into the phenomena as they are used to monitor the
actions that are taking place. The case study indicates that billions of dollars are spent in the
united states in advertisements.
There is a change in the competition niche. As per the case study, new competitors have
emerged. Technology belonging to the global forces is the source of the competition as