Advertising Planning: An International Perspective Chapter 9.

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Presentation transcript:

Advertising Planning: An International Perspective Chapter 9

Ch 9: International 2 International Advertising Advertising that crosses national and cultural boundaries Important issue: Cultures not nations define advertising messages

Ch 9: International 3 International Advertising Ad Spending (billions) 2000 population (millions) Top Ad Category Top TV Program Ad Rate for Top Show (000) USA $ AutomotiveSurvivor$200 Japan CosmeticsHero150 (2 spots) Germany Mass MediaMillionaire72 UK FinanceCoronation St.147 France RetailJulie Lescaut83 Italy TelecommSan Remo109 S. Korea ComputersThree Friends5

Ch 9: International 4 Overcoming Cultural Barriers Barriers to successful international advertising –Ethnocentrism Tendency to view and value things through one’s own culture –Self-Reference Criterion (SRC) Unconscious reference to own cultural values, experiences, and knowledge to make decisions

Ch 9: International 5 Cross-Cultural Audience Research Economic conditions (LDC, NIH, HIC) Demographic characteristics Values Custom and ritual Product use and preferences

Ch 9: International 6 Executing Advertising Worldwide The Creative Challenge The Media Challenge The Regulatory Challenge

Ch 9: International 7 Creative Challenge Written and spoken language Translation difficulties Culture-bound picturing Assumptions and inferences Identifying cross-cultural icons

Ch 9: International 8 Media Challenges Availability and coverage –Not all media are pervasive –Some ads are not acceptable –Local knowledge is important for print Costs and Pricing –Rates must be negotiated –Global coverage is expensive –Bidding can escalate prices further

Ch 9: International 9 Regulatory Challenges What are the... –Products that can be advertised? –Appeals that can be used? –Times that products may be promoted? –Rules regarding foreign language use? –Restrictions on using national symbols? –Taxes levied against advertising?

Ch 9: International 10 Regulatory Challenges Can you use: –Ads directed to children? –Foreign languages in ads? –National symbols in ads? Advertising may be taxed

Ch 9: International 11 International Agency Options Global Agency –Greater integration –Economies of scale Local agency –Highly localized –Execution risks International affiliates –Local market expertise –Cultural adaptation

Ch 9: International 12 Ad Campaigns: Global versus local Global Campaigns Message MarketAMarketAMarketBMarketBMarketCMarketC Local Campaigns Message 1 Message 2 Message 3

Why can Jack Daniels’s use a global ad campaign when other advertisers often cannot?

Ch 9: International 14 Trends Promoting Global Advertising Global communications The global teenager Universal demographics and lifestyle trends Americanization of consumption values

McDonalds uses an “international” rather than “global” advertising strategy as evidenced by this ad. What’s the difference between the the two?

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