This document discusses global advertising research, with a focus on China. It notes that research is important to understand the right language that convinces people they are making the right choice. Global research allows for a holistic brand voice and uncovering new opportunities, but it can also lead to creative dilution. When conducting research in China, translations are crucial and alternatives may be difficult. Cultural nuances like the one-child policy, popular activities, and copycat products must be considered. Luxury brands in China see non-blonde women frequently purchasing luxury goods, with over 30% of incomes sometimes spent on such items. The presentation provides examples of effective national and global advertisements.

1. learning
to speak
the same
language
GLOBAL AD RESEARCH with a bit on CHINA
Academy of Art Presentation 09.28.12

2. “ he who asks is a fool for five minutes.
he who does not ask is a fool forever.
-chinese proverb

3. HELLO.

4. HELLO.

5. HELLO.
X

6. WHY DO WE RESEARCH?

7. consumers:
-are irrational
-don’t understand
their purchase decisions
- prone to flighty influence

8. CORRECT.

9. SO....

10. WHY DO WE RESEARCH?

11. To understand:
The right language

12. To understand:
The right language
that convinces the right people

13. To understand:
The right language
that convinces the right people
they’re making the right choice.

14. a quick history.

15. http://www.youtube.com/watch?v=OmUzwRCyTSo&feature=related
Video 1.

16. http://www.youtube.com/watch?v=OmUzwRCyTSo&feature=related
Video 2.

17. DISCUSS.

18. Global research

19. Global research
good
Holistic brand voice
Uncover opportunities not
seen by others
Efficient use of resources
(your clients money)
Travel

20. Global research
good meh
Holistic brand voice Creative dilution
Uncover opportunities not Transcreation
seen by others
Efficient use of resources Travel
Travel

21. a good national ad
https://vimeo.com/19885567

22. a Global ad
http://youtu.be/MlMV2owgS0c

23. a Good global ad
http://youtu.be/NScs_qX2Okk

24. a good national ad
http://youtu.be/jOkgmY9ircc

25. a good global ad
http://youtu.be/VJ9fi3UkNbg

26. Take Aways
National Global
Colloquial Universal
Niche/Insider Human

27. BRIC MARKETS

28. rise of the global middle class
Brazil Global creditor status
Poverty 10 Years russia Oil & Telecom Giant
& politics India Tech Innovation Hub
china 2nd Largest Economy

30. china

31. is kinda weird

33. focus
grouping in
China:
-What they mean not what
they say.
-Groupthink
-Not in the present

34. Testing in
china:
-Translation means
everything
-Alternatives sometimes
difficult

35. Cultural
nuances:
-One child policy
-Sports/Activities
-Shanzai

36. Luxury:
-non-blondes in Louboutins
-Av 30% of income spent
on luxury goods

37. Questions?

38. thanks
Chris
callahan
@Callhoun
chris_callahan@gspsf.com