We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system. Share buttons are a little bit lower. Thank you!
Presentation is loading. Please wait.
Published byKara Sobie
Modified about 1 year ago
Chapter 15 Managing Global Advertising
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 2 Advertising Standardization Advertising Adaptation. versus. International Marketing Dilemma
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 3 Outdoor Radio Print Media Cinema Van & Loudspeaker Direct Mail, Flyers Packaging Particularly important for developing country markets Telephone booth ad in Cordoba, Spain Not All Advertising is on TV
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 4 Overcoming Language and Cultural Barriers Some markets or regions require multilingual advertising (Switzerland, US) “English is not always English.” Proper linguistic translation is imperative and challenging –Can be difficult to translate critical words and copy constructions
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 5 The Center of the World Change in lifestyles and attitudes among Chinese women – females in workforce rose from 2.9% to 22.8% –“I am the center of the world; I am the focal point.” International Marketers Respond –P&G’s advertising for Rejoice shampoo Airline hostess airline mechanical engineer girl playing beach volleyball
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 6 The Regulatory Challenge Types of products that can be advertised –EU: Tobacco advertising banned outdoors and in print. Types of appeals that can be used –China: superlatives (puffery) often banned Use of sex appeals –Illegal in Arab countries and Malaysia Mandatory Inclusions –Candy ads require toothbrush symbol in EU Times that certain products can be promoted –China: no “sensitive” products advertised during meal times.
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 7 Ad Regulation on the Rise China crackdown on P&G for not citing source of product claims made in ads Australia considering regulations regarding food ads targeted to children Mexico strengthening its privacy laws Russia imposing restrictions on alcohol advertising Villages in Africa are developing advertising regulation standards, making national campaigns extremely difficult
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 8 The Creative Challenge Effective international messages must transcend cultural and ethnic boundaries
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 9 Global Advertising Global advertising – Standardizing advertising across all markets –Philip Morris’s Marlboro campaign – “Come to where the flavor is” + Production cost savings + Able to spend more time, attention, and $ on campaign itself and media space + Prevents confusion of media spillover + Prevents confusion for travelers
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 10 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 Global Advertising Strategies
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 11 Requirements 1.A standardized global brand name or trademark, pronounced identically across markets. 2.Similar lifecycle stages across markets 3.Similar consumer brand attitudes and segments across markets Global Advertising (cont’d)
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 12 Japan = world’s 2 nd largest ad market Soft selling –Consumers more moved by emotion rather than logic –Kawasarern – process of being convinced to buy product contrary to one’s rational judgment –Rarely mention price, shies away from competitive advertising, may even omit key characteristics or features of a product Japan - Land of the “Soft Sell”
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 13 Japanese advertisements use foreign themes and words, especially those in English language –Highest % of English words of any language U.S. themes popular Firms are less concerned with conflicts of interest among ad agencies Japan - Land of the “Soft Sell” (cont’d)
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 14 Impact of Recent Change on Advertising in Eastern Europe “ The last hundred years of western advertising [experience] have been compressed into just four years for us.” Significant opportunity to build brand awareness in short period of time Underdeveloped advertising infrastructure Cultural differences –Happy family gathered around dinner table – family dinner concept unfamiliar to Romanians
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 15 Credibility of Advertising Countries view the value of advertising in different ways –U.S. = eager to criticize advertising (especially that aimed at children) –Asia = advertisements provide good product information, respects consumers’ intelligence –Former Soviet Union = most skeptical
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 16 Media Availability Global media –TV = CNN, BBC World, ESPN, MTV, Satellite stations –Print = The Economist, Fortune, Time, Business Week –Internet = banner ads But companies cannot expect to use their preferred advertising medium to the fullest extent everywhere it may not be available! TV big in Latin America, growing in India
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 17 Media Habits Ownership and usage of television and radio and the readership of print media vary considerably country to country –Income effect: Higher income, more TV China commuters are just now adopting radio
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 18 Scheduling international advertising is complicated by country differences in –Sales peaks Climatic conditions Customs National vacations Religious holidays (i.e. Ramadan) –Time needed to think about a purchase Scheduling International Advertising
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 19 Advertising Coordination External factors –Market diversity Homogeneous customer needs and interests = more standardized, centralized approach Heterogeneous customer needs and interests = more adapted, localized approach –Competitive set Similar set of competitors across markets = more standardized, centralized approach Differing local competitors in each market = more adapted, localized approach
Copyright © Houghton Mifflin Company. All rights reserved.Chapter 15 | Slide 20 September 2003 – McDonalds First Ever Global Market Campaign “I’m Lovin’ It” campaign Move away from localized branding, advertising, and promotion. Successful campaign –86% advertising awareness overall among top 10 country markets McDonalds: I’m Lovin’ It Global Advertising Campaign
Chapter 10 Global Product Strategies. Copyright © Houghton Mifflin Company. All rights reserved.Chapter 10 | Slide 2 McDonalds Products Around the World.
I n t e r n a t i o n a l M a r k e t i n g Integrated Marketing Communications and International Advertising Chapter t h E d i t i o n P h i l.
International marketing or global marketing refers to marketing carried out by companies overseas or across national borderlines. This strategy uses an.
COMMUNICATION SCIENCE 3 INTERNATIONAL COMMUNICATION Media, Culture and Globalisation Introduction & Overview Lecture 1 Instructor: Mr.T.G. Mokgosi.
Chapter Global Marketing and R&D 17. McGraw-Hill/Irwin International Business, 5/e © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved Case:
International Business 9e By Charles W.L. Hill McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
ME Ch 191 The Role of Promotion Promotion- any form of communication a business or organization uses to inform, persuade, or remind people about its products.
Chapter 11 Advertising and Promotion. © 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly.
4.01 Acquire a foundational knowledge of promotion to understand its nature and scope. PR:001 Performance Indicator (A.) Explain the role of promotion.
STP Analysis:- The traditional view of the business process, is not going to work in economies where people face abundant choices. There, the Mass Market.
Marketing Mix Promotion. Communicating with your potential customers, to create awareness of your Brand, product and company. This will most often drive.
Instructor: Michael Cooke Address : Office: IC room 817 Class hours:Tuesday 09:00-12:00 Class Location: IC room.
Introduction to advertising strategies. COMMUNICATION OBJECTIVES Often when we think of advertising, we just think of great ads that make us laugh or.
Management Information Systems Islamia University of Bahawalpur Delivered by: Tasawar Javed.
International Advertising and Promotion การโฆษณาและส่งเสริมการ ขาย ในตลาดต่างประเทศ McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc.
Managing Transnational Corporations Global Marketing and R & D.
MGMT14 marketing U U … mnm institute … makes sense.
CHAPTER 9 (blend of the chapters of the text book) Integrated Marketing Communication Strategy Objective: examining the steps in developing effective.
Emerging Issues :Global Markets Ajay K Gupta Managing Director Kamtech Associates Private Limited Jaipur (India)
Michael G. Warner 1 Chartered Marketer EMBA DipM FCIM FIDM Chartered Marketer EMBA DipM FCIM FIDM Michael G.Warner MBA DipM FCIM FIDM.
The Importance of Intellectual Property for Business Development and Growth Dr. Guriqbal Singh Jaiya Director Small and Medium-Sized Enterprises Division.
Copyright © 2006 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Chapter 6 Business-to- Business (B2B) Marketing.
DEVELOPING GLOBAL VISION THROUGH MARKETING RESEARCH Assessing Global Market Opportunities.
Planning the Promotion Planning the Promotion Advertising and Sales Promotion Advertising and Sales Promotion 2 Public Relations and Personal Selling.
Principles Of Economics Power Point Presentation Chapter 16 Free Trade: To Be Or Not To Be ©J. Patrick Gunning April 23, 2007.
IB Business and Management Unit 4.5: Promotion Lesson 1: Objectives of Promotion (pp )
Copyright 2013, Pearson Education Global Marketing Communications Decisions II: Sales Promotions & Personal Selling Chapter 14.
PROMOTION. 37. Which of the following best describes the relationship of promotion and marketing? A.Subsidiary B.Interrelated C.Dependent D.One to one.
MKT3 - Slide 1 to Marketing Strategies MKT 3.
UNIVERSITY OF ECONOMICS IN BRATISLAVA, SLOVAK REPUBLIC INTERNATIONAL NEGOTIATION – UCL – JANUARY, 2014 lecturer Milan Oresky.
© 2016 SlidePlayer.com Inc. All rights reserved.