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International Advertising
• Global advertising encompasses areas such
  as advertising planning, budgeting, resource
  allocation issues, message st...
Global Advertising and Culture
• Language Barriers
   – Language is one of the most formidable barriers
     in global mar...
Setting the Global Advertising
                     Budget
• Companies rely on different kind of
  advertising budgeting m...
Creative Strategy
• The “Standardization” versus
  “Adaptation Debate”
• Merits of Standardization:
   – Scale Economies
 ...
Creative Strategy

• Barriers to Standardization:
  – Cultural Differences
  – Advertising Regulations
  – Market Maturity...
Global Media Decisions

•  Media Infrastructure
  – Media infrastructure differs from
    country to country
• Media Limit...
Global Media Decisions

•  Media Infrastructure
  – Media infrastructure differs from
    country to country
• Media Limit...
Global Media Decisions
• Recent Developments in the Global Media Landscape:
   – Growing commercialization and deregulatio...
Advertising Regulations

• The major types of advertising regulations include:
   – Advertising of “Vice Products” and Pha...
Advertising Regulations

• Strategies to deal with advertising
  regulations:
   – Keep track of regulations and pending
 ...
Choosing an Advertising Agency

• In selecting an ad agency, the international marketer
  has several options:
   1. Work ...
Choosing an Advertising Agency
• Criteria for screening ad agencies:
   – Market coverage
   – Quality of coverage
   – Ex...
Globally Integrated Marketing
  Communications (GIMC)
• Integrated Marketing Communications (IMC):
   – IMC coordinates di...
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International Advertising

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International Advertising

  1. 1. International Advertising
  2. 2. • Global advertising encompasses areas such as advertising planning, budgeting, resource allocation issues, message strategy, and media decisions. • Other areas include: local regulations, advertising agency selection, coordination of multi-country communication efforts and regional and global campaigns
  3. 3. Global Advertising and Culture • Language Barriers – Language is one of the most formidable barriers in global marketing. – Three types of translation errors can occur in international marketing: • Simple carelessness • Multiple-meaning words • Idioms
  4. 4. Setting the Global Advertising Budget • Companies rely on different kind of advertising budgeting methods which include: – Percentage of Sales – Competitive Parity – Objective-and-Task Method-first establish concrete marketing objectives, the advertiser determines how much it will cost to meet them.
  5. 5. Creative Strategy • The “Standardization” versus “Adaptation Debate” • Merits of Standardization: – Scale Economies – Consistent Image – Global Consumer Segments
  6. 6. Creative Strategy • Barriers to Standardization: – Cultural Differences – Advertising Regulations – Market Maturity – “Not-Invented-Here” (NIH) Syndrome
  7. 7. Global Media Decisions • Media Infrastructure – Media infrastructure differs from country to country • Media Limitations – The major limitation in many markets is media availability.
  8. 8. Global Media Decisions • Media Infrastructure – Media infrastructure differs from country to country • Media Limitations – The major limitation in many markets is media availability.
  9. 9. Global Media Decisions • Recent Developments in the Global Media Landscape: – Growing commercialization and deregulation of mass media – Shift from radio and print to TV advertising – Rise of global and regional media – Growing spread of interactive marketing – Growing popularity of text messaging – Improved monitoring – Improved TV-viewership measurement
  10. 10. Advertising Regulations • The major types of advertising regulations include: – Advertising of “Vice Products” and Pharmaceuticals – Comparative Advertising – Content of Advertising Messages – Advertising Targeting Children – Other Advertising Regulations: Issues of local languages, tax issues, and advertising rates.
  11. 11. Advertising Regulations • Strategies to deal with advertising regulations: – Keep track of regulations and pending legislation – Screen the campaign early on – Lobbying activities – Challenge regulations in court – Adapt marketing mix strategy
  12. 12. Choosing an Advertising Agency • In selecting an ad agency, the international marketer has several options: 1. Work with the agency that handles the advertising in the firm’s home market. 2. Pick a purely local agency in the foreign market. 3. Choose the local office of a large international agency. 4. Select an international network of ad agencies that spans the globe.
  13. 13. Choosing an Advertising Agency • Criteria for screening ad agencies: – Market coverage – Quality of coverage – Expertise with developing a central international campaign – Creative reputation – Scope and quality of support services – Desirable image (“global” versus “local”) – Size of the agency – Conflicting accounts
  14. 14. Globally Integrated Marketing Communications (GIMC) • Integrated Marketing Communications (IMC): – IMC coordinates different communication vehicles – mass advertising, sponsorships, sales promotion, packaging, point-of- purchase displays, so forth.

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