Presentation on theme: "Muhammad Waqas Managing Global Advertising Lecture 25."— Presentation transcript:
Muhammad Waqas Managing Global Advertising Lecture 25
Muhammad Waqas Recap Managerial issues in global pricing
Muhammad Waqas Learning Objectives List both the advantages and the special requirements of standardized campaigns. Define the global theme approach to advertising, and explain how it differs from a totally standardized campaign. Explain the market and cultural limitations on the advertising message or on its execution. Identify key issues related to advertising that tend to be regulated by national governments.
Muhammad Waqas Learning Objectives Cite ways to avoid faulty translations and ways to minimize the need to translate. Explain how media availability, media habits, and scheduling international advertising all affect the advertising campaign. Differentiate among the three options of utilizing domestic advertising agencies, using local advertising agencies, and using international advertising networks. List the external and internal factors that influence a firm’s decision to centralize or localize its advertising decisions.
Muhammad Waqas Chapter Outline Global versus local advertising Developing global campaigns The global-local decision Overcoming language barriers Global media strategy Organizing the global advertising effort
Muhammad Waqas Overcoming Language and Cultural Barriers Some markets or regions require multilingual advertising Proper linguistic translation is imperative and challenging – Can be difficult to translate critical words Concepts also may not translate well culturally adaptations may be necessary – Benetton’s nursing black mother – Fed Ex’s naked soccer players
Muhammad Waqas The Regulatory Challenge Types of products that can be advertised Types of appeals that can be used Times that certain products can be promoted Use of foreign languages in advertisements Use of national symbols in advertisements Taxes levied against advertising expenditures
Muhammad Waqas Selecting an Advertising Theme Global versus Local Advertising Advantages of Global Advertising Requirements for Global Campaigns Land of the Soft Sell: Advertising in the Japanese Market The Impact of Recent Changes in Eastern Europe Credibility of Advertising
Muhammad Waqas Global Advertising Modularized approach – Some features are selected as standard for all advertisements, and other features are localized Global theme approach – Same advertising theme is used around the world but is varied slightly in each local execution
Muhammad Waqas Summary Global versus local advertising Developing global campaigns The global-local decision Overcoming language barriers
Muhammad Waqas References Gillespie, K., Jeannet, J.P. and Hennessey, H.D. (2004), Global Marketing: An Interactive Approach, Houghton Mifflin, Boston, NY.