Chapter 15 Promotion Strategies: Advertising. Chapter Outline The Role of Advertising Patterns of Advertising Expenditures Advertising and Regulations.

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Presentation transcript:

Chapter 15 Promotion Strategies: Advertising

Chapter Outline The Role of Advertising Patterns of Advertising Expenditures Advertising and Regulations Advertising Media

Chapter Outline Standardized International Advertising -Three Schools of Thought -Feasibility and Desirability -Research and Empirical Evidence -A Decision-Making Framework Global Advertising: True Geocentricity

Advertising Media Television Radio Newspaper Magazines Direct Mail Outdoor

Advertising Media Internet Screen (Cinema) Directories Rural Media Stadium Other Media

International Advertising Strategies Standardized Ad -an ad with a domestic (national) origin is repeated internationally -few or no adaptation Localized Ad -an ad created for overseas markets Global Ad -an ad designed for the world

DECISION-MAKING FRAMEWORK: STANDARDIZATION VS. LOCALIZATION Identification -a country has identifiable, unique demographic characteristics Accessibility/Selectivity -The country is accessible through available selective advertising media with minimum promotion waste

DECISION-MAKING FRAMEWORK: STANDARDIZATION VS. LOCALIZATION Differential Response -The country and its people provide a favorable but unique response Segment Size -The country's population is big enough

Global Ad Visual Universal appeal Local relevance Adaptation ready Combining both standardization and localization (both homogeneity and heterogeneity) Simultaneously global and local