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Chapter Sixteen Global Advertising MKT 568 Global Marketing Management Dr. Fred Miller 3-1.

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1 Chapter Sixteen Global Advertising MKT 568 Global Marketing Management Dr. Fred Miller 3-1

2 Sample Essay Question RapidRelief is a US producer of fast acting pain relief products. The firm wishes to build upon its success in North American markets by expanding to Europe, Asia and South America. 1.Identify and describe the three general international marketing strategies. (6 points) 2.For each element of the marketing mix (product, price, promotion and distribution), identify and describe one benefit of a global strategy and one constraint to implementing such a strategy. (12 points) 3.Which of the three general marketing strategies do you recommend to Rapid Relief? Explain why. (2 points)

3 Global Advertising Strategic Options global (with or without localization), multidomestic International Advertising Characteristics volume, local media distribution (WWW), global media, Web advertising, strategic concernsWWW Components of Global Advertising message: identical, prototypes, standardized patterns Components: media, strategy, organization, message/creative Adeater (WWW) – a collection of worldwide television adsWWW

4 Advertising Intensity in Selected Nations $271 billion $903 per capita

5 Media Spending in the Triad, 2000 Japan Germany USA Total $33B Per Capita $263 Total $134B Per Capita $438 Total $22B Per Capita $238

6 Examples of Transit Advertising

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9 Managing Global Advertising When Global Advertising is Appropriate costs, global markets, global products similarity in image, symbols, features and usage Decisions objectives: brand image to consumer action budgeting: % of sales, competitive parity, objective and task Global Advertising Agencies globalization of agencies (WWW)WWW local knowledge, global/regional campaigns, creative work, media value of local agencies

10 Competitive Parity Analysis

11 Advertiser/Agency Relationships (WWW)WWW

12 Scope of Advertising Agencies’ Participation in Multicountry Campaigns Exhibit 15.7 Exhibit 15.6 Source: Adapted from Hill and Shao, 1994, p.39..

13 TV Ad Globalization Potential Exercise Identify and explain the three criteria for evaluating the "Globalization Potential" of television advertising. Of the ads we reviewed, identify the ad with the MOST potential for globalization. Explain Of the ads we reviewed, identify the ad with the LEAST potential for globalization. Explain

14 KFC in Japan Video This video has content relevant for several topics in the course. Describe the challenges KFC has confronted in TWO of the following areas. Has the firm responded to these challenges effectively? Explain. Japanese management styles and practices Corporate strategies for international markets multidomestic, global, global with localization Product and branding strategies Market entry strategies Promotion strategies Distribution and locational strategies

15 Chapter Sixteen Global Advertising MKT 568 Global Marketing Management Dr. Fred Miller 3-1


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