Global Ad, PR & Film by Shahbaz, Zeeshan, Waqar and Rawaha

1. Shahbaz Ali MS Fall 2018
Zeeshan Ali Bhatti Department of Media & Communication Studies
Waqar Ahmad Faculty of Social Sciences
Muhammad Rawaha Saleem International Islamic University Islamabad
Advertising, Public Relations
& Film Industry
Global

2. What is Advertising?
• The activity or profession of producing advertisements
for commercial product or services.
• Advertising is a mean of communication with the user of
the product or services .
• It is an paid form of non-personal presentation and
promotion of ideas ,goods or services by an identified
sponsor which is usually persuasive in nature.

3. History of Advertising
• The history of advertising can be traced to ancient civilizations. It became
a major force in capitalist economies in the mid-19th century, based
primarily on newspapers and magazines. In the 20th
century, advertising grew rapidly with new technologies such as direct
mail, radio, television, the internet and mobile devices.
• Egyptians used papyrus to make sales messages and wall posters .
• Commercial messages and political campaigns has been displayed in the
ruins of Pompeii and Arabia.
• Wall or rock painting for commercial advertising is another manifestation
of an ancient advertising form, which is present to this day in many parts
of Asia, Africa, and South America. The tradition of wall painting can be
traced back to Indian rock art paintings that date back to 4000 BC.

4. 1st Advertising Medium
Bronze plate for printing an
advertisement for the Liu family
needle shop at Jinan, Song
dynasty China. It is considered the
world's earliest identified printed
advertising medium.

5. European Advertising History
In Europe, as the towns and cities of the Middle Ages began to
grow, and the general populace was unable to read, instead of
signs that read "cobbler", "miller", "tailor", or "blacksmith" would
use an image associated with their trade such as a boot, a suit, a
hat, a clock, a diamond, a horse shoe, a candle or even a bag of
flour. Fruits and vegetables were sold in the city square from the
backs of carts and wagons and their proprietors used street callers
(town criers) to announce their whereabouts for the convenience
of the customers. The first compilation of such advertisements
was gathered in Les Crieries de Paris (Street cries of Paris), a
thirteenth-century poem by Guillaume de la Villeneuve

6. Chinese Advertising History
In ancient China, the earliest advertising known was oral, as
recorded in the Classic of Poetry (11th to 7th centuries BC) of
bamboo flutes played to sell candy. Advertisement usually takes in
the form of calligraphic signboards and inked papers. A copper
printing plate dated back to the Song dynasty used to print posters
in the form of a square sheet of paper with a rabbit logo with
"Jinan Liu's Fine Needle Shop" and "We buy high quality steel
rods and make fine quality needles, to be ready for use at home in
no time" written above and below is considered the world's earliest
identified printed advertising medium.

7. 3 Major Forms of Advertising
Before 15th Century
• Trade Marks (Symbols and Impressed Images with the help of Clays)
• Town Criers (Expert Persons appointed by the town which specifically
used to call out for the particular product)
• Sign Boards (Promotion of the ads with the help of signs concept
usually started by the Egyptians , Romans and Greeks use symbols)

8. Types of Advertising
• Newspaper
• Magazine
• Radio
• Television
• Directories
• Outdoor
• Direct Mail, Catalogues and Leaflets
• Online

9. Adverting Appeals
• Adventure Appeal
• Bandwagon Appeal
• Brand Appeal
• Celebrity Endorsement Appeal
• Fear Appeal
• Humor Appeal
• Less than Perfect Appeal
• Emotional Appeal
• Sex Appeal

10. Advertising Agencies
An Advertising Agency, often referred to as a
creative agency, is a business dedicated to
creating, planning, and handling advertising and
sometimes other forms of promotion and
marketing for its clients. An ad agency is
generally independent from the client. It may be
an internal department or agency that provides
an outside point of view to the effort of selling
the client's products or services, or an outside
firm. An agency can also handle overall
marketing and branding
strategies promotions for its clients, which may
include sales as well.

11. Global Advertising
• Advertising on a world-wide scale, taking commercial advantage
of global operational differences, similarities and opportunities in
order to meet global objectives.
• An approach where the same general persuasive message is
applied in all countries.

12. Global VS International Advertising
• Global Advertising and International Advertising are different
from each other.
• Global Adverting: When a company looks at the entire world as
one market, Sell same products and services all over the world.
• International Advertising: A company based in one country
decides to sell products in other country, is almost like a franchise
in being in other countries, it sells mostly that items which are
specific to the country.

13. Global Advertising Market
• The Spending on advertising worldwide has been
increasing steadily reached to 550 billion U.S. Dollars in
2017.
• North America is the region that invests the most in this
sector

14. Global Advertising Medium
• Television
• Radio
• Print Media
• Out-Door Advertising
• Digital
• Mobile

15. Four P’s of Marketing
• Price
• Promotion
• Product
• Placement

16. Frame Work of the Global Ads
• Perform the Marketing Research.
• Specify the goals of the communication.
• Develop the most effective message for the selected
market segments.
• Select the effective media.
• Compose and secure a budget.
• Execute the Campaign.
• Evaluate the campaign relate to the goals specified.

17. Global Advertisers

18. Global Brands Ranking 2018
• Apple Inc.
• Google
• Amazon
• Microsoft
• Coca-Cola
• Samsung
• Toyota
• Mercedes-Benz
• Facebook
• McDonald’s

19. Notable Factors in Global Advertising
• Language
• Culture
• Education
• Politics
• Economic Environment

20. What is Public Relations?
Public Relations involves building good relations with the company’s
various publics by obtaining favorable publicity, building up a good
corporate image and handling or heading off unfavorable rumors,
stories, and events. Public Relations is used to promote products,
people, ideas, and activities.

21. Functions of Global Public Relations
• Trade
• Direct Foreign Investment
• Political Coalitions
• Worthy Global Causes
• Information Flow
• Social Networking

22. Functions of PR Department
• Media Relations
• Product Publicity
• Public Affairs
• Lobbying
• Investor Relations
• Development Public Relations

23. Functions of PR Lobby
• Public Relations Lobbying involves building and maintaining
relations with legislators and government officials to influence
legislation and regulation.
• Investor Relations involves maintaining relationships with
shareholders and others in the financial community.
• Development involves Public Relations with donors or
members of non-profit organizations to gain financial or
volunteer support.

24. What is Global Public Relations?
• Also called International Public Relations
• Comprises the planned and organized efforts of a Company,
Institution, or Government to establish and build relationships
with the Publics of other Nations.
• What this means is for PR firms and businesses to become
familiarized and spread their advertisements, or products/services
to people in Opposing Nations.

25. Where does Global PR takes place?
• PR as an occupation has achieved it’s highest development in the
industrialized nations of the world such as the U.S, Canada, the
European Union, and parts of Asia.
• Today almost every Global Public Relation’s firm has an office in
Beijing to represent the U.S. and European Companies in the
Chinese Market.
• There are approximately 2,000 Public Relation Firms in China.
• Brazil is home to 1,000 Public Relation Firms.

26. International Corporate
Public Relations
• With Technological advancements happening quicker and quicker PR firms are allowed to
grow internationally at a quicker pace.
• Today almost one-third of U.S. corporate offices are generated through International business.
• Often times it is hard for opposing PR firms to communicate due to language and cultural
differences.
• Particularly Non-Western Cultures are high context communication societies such as the
communication styles of Asian and Arab Nations.
• While European and American communications are considered low context. So a PR
professional with a western based culture might have trouble communicating with someone
from an Asian or Arab Nation.
• Americans and others must learn the customs in the nation they are working and also rely on
Native speakers who have extensive experience in translating ad copy and Public Relations’
Material.
• Firms choose to work for other governments because they feel helping foreign clients will also
advance national interest, as well as help in ways our government cannot.

27. Public Diplomacy
• The process of information dissemination is called Public Diplomacy.
• The U.S. Government is the major information disseminator around the world.
• United States Information Agency created in 1953 to be the primary agency in
shaping America's image worldwide.
• Dealt with crisis's such as WW11 and the Cold War.
• Abolished in 1999 and became the U.S. Department of State because critics felt
the U.S. didn't need such a big Public Profile.
• The U.S. refers to their form of public diplomacy as an attempt to enhance
understanding of the U.S. Culture and promote U.S. Foreign Policy Objectives.
• Some current examples of public diplomacy are how President trump put tariffs
on some of the goods that are being imported into the U.S.
• Also how American relief programs are being brought out to foreign country’s to
help with disaster relief.

28. Foreign Public Diplomacy Efforts
• Costa Rica allowed it’s sugar to be imported into the U.S. at favorable
rates to allow people to become familiarized with the Brand.
• Country’s who woo U.S. audiences seek to advance their political
objectives, advance their country’s commercial interest, help modify
laws inhibiting the clients activities in the U.S.
• Non-Governmental Organizations (NGOs) rely on International
Support for their programs and causes.
• NGO’s are perceived by the public to be more credible than news
media or corporations when it came to issues such as health, labor, and
environment.
• More big business are parenting with NGO’s to gain public persuasion.

29. Film Industry
The Film Industry or Motion Picture Industry,
comprises the technological and commercial institutions
of filmmaking, i.e., Film Production Companies, Film
Studios, Cinematography, Animation, Film
Production, Screenwriting, Film Festivals, Distribution,
Actors, Directors and other film crew.

30. Top 5 Film Industries Worldwide
• United States
• China
• India
• Japan
• United Kingdom
Pakistan, Spain, Russia, Italy, Brazil, Egypt, Nigeria, Iran, Korea,
Australia, Hong Kong, Turkey, Bangladesh, Indonesia and Nepal

31. US Film Industry (Hollywood)
• The United States cinema (Hollywood) is the oldest film industry in
the world which originated more than 121 years ago and also the
largest film industry in terms of revenue.
• In 1991, the first studio was established in Hollywood.
• In 1920, Hollywood was making 80% of the world’s film.
• It has 40,547 screens.
• It has produced 727 fictional and 11 animated films.
• In 1910, Griffith was the first to make a motion picture in
Hollywood. His 17-minute short film In Old California was filmed
for the Biograph Company.
• In 2017, the film industry in the United States generated
approximately $10.24 billion.

32. Major Film Studios in Hollywood
• Metro Goldwyn Mayer
• 20th Century Fox
• Paramount Pictures
• Light Storm Entertainment

33. Popular Hollywood Movies
• The Dark Knight (2008)
• Titanic (1997)
• The God Father (1972)
• The Avengers (2012)
• Inception (2010)

34. Chinese Film Industry
• Cinema was introduced in China in 1896 and the
first Chinese film “The Battle of Dingjunshan”, was
made in 1905.
• It has 44,179 screens.
• It has produced 772 fictional and 49 animated
movies.
• Makes almost 500 movies a year.
• Box Office sale has risen 64% in 2010.
• It generated $8.59 billion in 2017 a rise from $6.6
billion in 2015 according to Box Office.

35. Major Film Studios in Chinese Film
Industry
• Wanda Cinema Line
• China Film Steller
• Dadi Theatre Circuit
• Shanghai United Circuit
• Guangzhou Jinyi Zhujiang

36. Popular Chinese Movies
• Crouching Tiger, Hidden Dragon (2000)
• Red Cliff (2008)
• House of Flying Daggers (2004)
• Hero (2002)
• Farewell My Concubine (1993)

37. Hindi Film Industry (Bollywood)
• It is the largest film industry in terms of film
production.
• It produces approximately 2000 movies annually.
• Bollywood represents 43% of Indian net box office
revenue, while Tamil and Telugu cinema represent
36%, and the rest of the regional cinema constitute
21%.
• In 2017, India film industry generated $2.39 billion.
• Films in India are created in about 20 languages
limiting the film to a particular group of people.

38. History of Bollywood
• Raja Harishchandra (1913), by Dadasaheb Phalke, is
known as the first silent feature film made in India.
• Dadasaheb Phalke is considered the father of Indian
cinema, including Bollywood.
• In 1931, The first Indian sound film, Ardeshir
Irani's Alam Ara, was a major commercial success.

39. Major Film Studios in Bollywood
• Yash Raj Films
• UTV Motion Pictures
• Eros International
• Dharma Productions
• Red Chillies Entertainment

40. Popular Bollywood Movies
• 3 Idiots (2009)
• Swades (2004)
• Dilwalay Dulhania Le Jaengay (1995)
• Dangal (2006)
• Sanju (2018)

41. Largest Markets by Box Office Revenue

42. Largest Industries by Film Production

43. THANKS FOR YOUR PRECIOUS TIME