2. Identifying the target audience
Determining communication objectives
Determining the message
Budget decisions
3.
4.
5. Overcoming the Language Barrier
IBM slogan “solutions for a small planet” became
▪ “solutions for a small world ” in Argentina
English slogan used worldwide
▪ You and US UBS
Overcoming the Cultural Barrier
In Saudi Arabia only veiled women can be shown inTV
commercials
Political sensitiveness
▪ Cadbury Kashmir Advertisement “Too good to share”
12. Cultural Differences
Advertising Regulations
Ad in Indonesia
Market Maturity
IcedTea in Europe
NIH (Not Invented Here) Syndrome
13. “Laissez-Faire.”
No centralized policy
Export Advertising
More People Go withVISA (2009)
Prototype Standardization
Mercedes/TAG Heuer: Handbook to communicate its
advertising guidelines to local subsidiaries
RegionalApproach
Concept Cooperation
14. Growth of Commercialization and
deregulation of mass media
Rise of Global and Regional Media
Growth of Non traditional interactive media
Improved media monitoring
Coverage, circulation etc
15. Advertising ofVice Product
In Japan word “Safe” can not be used for promoting over
the counter drugs
Comparative Advertising
Foreign Made Ads
In Malaysia: 80% of ad production cost to be spent within
the country
Content of Advertising Message
Advertisements targeting children