The Push–Pull Mix
The optimal mix between push and pull strategies depends on product type and consumer sophistication, channel length, and media sophistication. Push strategies tend to be emphasized
• For industrial products or complex new products.
• When distribution channels are short.
• When few print or electronic media are available.
Pull strategies tend to be emphasized
• For consumer goods.
• When distribution channels are long.
• When sufficient print and electronic media are available to carry the marketing message.
In recent years, largely inspired by the work of visionaries such as Theodore Levitt, there has been much discussion about the pros and cons of standardizing advertising worldwide.15 One of the most successful standardized campaigns in history was Philip Morris’s promotion of Marlboro cigarettes. The campaign was instituted in the 1950s, when the brand was repositioned, to assure smokers that the flavor would be unchanged by the addition of a filter. The campaign theme of “Come to where the flavor is: Come to Marlboro country” was a worldwide success. Marlboro built on this when it introduced “the Marlboro man,” a rugged cowboy smoking his Marlboro while riding his horse through the great outdoors. This ad proved successful in almost every major market around the world, and it helped propel Marlboro to the top of the world market.
ANOTHER PERSPECTIVE Google Now Owns 44 Percent of Global Advertising Market
Google’s share of the Internet ad market has risen almost 10 percent in the last five years, from 34.9 percent in 2006 to 44.1 percent in 2010, making it the undisputed Goliath in online advertising.
Google also dominates global search, accounting for 85 percent of all searches as their three main competitors, Microsoft, Yahoo, and AOL, have slipped to just a 13.8 percent share combined, according to advertising and communications firm ZenithOptimedia. As Google continues to grow, thanks to acquisitions like DoubleClick and YouTube, Facebook has also increased their market share. Between 2011 and 2014, ZenithOptimedia predicts that 58 percent of new ad dollars will come from emerging markets such as China, Russia, and Indonesia. Developing markets will increase their share of the global ad market from 32.3 percent in 2011 to 35.9 percent in 2014. Over the next three years, 48 percent of all global ad expenditure growth will come from 10 developing markets, with Brazil, Russia, India, and China combined accounting for 33 percent. Currently, China and Brazil are the only two developing markets on the top ten list for total ad spend; by 2014, Russia will join them, bumping Italy off the list. By 2014, the total ad spending market share for Internet advertising will increase to 21.2 percent. Currently, there are four markets in which Internet advertising accounts for more than 25 percent of total spend: Denmark, Norway, Sweden, and the UK. In 2014, Internet advertising as a portion of total spending will top 30 percent in Canada, Norway, Sweden, and the UK.
Source: Originally published at Search Engine Watch. Reprinted with permission. http://searchenginewatch.com/article/2130985/Google-Now-Owns-44-of-Global-Advertising-Market.