1. ADVERTISING

2. Benefits of Standardization
Scale Economies
Global Consumer Segments
Consistent Image
Creative Talent
Cross Fertilization

3. Challenges Language Cultural Local Attitudes towards Advertising
Media availability
Advertising regulations

4. How to overcome? Do not use idioms/slang words. Write little.
Involve local advertising agency.
Perform meticulous research and testing.

5. Cultural Barriers Status (high power-distance countries)
Testimonials (high uncertainty avoidance countries)
Focus on Self (high individualism countries)
Performance (high masculinity countries)

6. Other Cultural Barriers
Gestures, expressions
Dress/Clothes
Colors
Role of Men/Women
Relationships
Role Relevance
Humor
Body Exposure/Sexual Connotations

7. Local Attitudes toward Advertising
“If advertising were banned tomorrow, I would miss it.”
Agree Disagree
Japan (78%) Egypt (78%)
South Africa (68%) Germany (61%)
Bulgaria (57%) Netherlands, Italy (59%)
Australia (52%) U.K, Switzerland (55%)
Finland (51%) Latvia (51%)

8. Media Infrastructure Choice of Media Quality of Media
Reliable Statistics
Cost Variability
Reliability of Scheduling
Discrimination against foreign firms

9. Choice of Media TV
Radio
Print
Outdoor
Internet
Others

10. Advertising Regulations
Government Regulation
Self Regulation
Advertising of Vice Products
Content of Advertising
Advertising Directed at Children
Location/Timing of Advertising
Comparative Advertising

11. Think about a Pan-European Ad for Jupiter--a light chocolate bar with low fat filling.
Your waistline will like it. And you get a free tape to measure it.
It is an after-school treat that won’t spoil your evening meal.
When the doctor says cut down, reach for Jupiter, with one-third the calories of the other chocolate bars.

12. Problems: Belgium--can’t make reference to dieting.
France--premiums can’t be more than 1% of sale price and no child endorsement.
Germany--can’t make comparisons with other candy bars.
Denmark--can’t make nutritional claims.
U.K.--sweets must be portrayed as only occasional snacks and can’t obtain endorsement of doctors.

13. Advertising Strategy Standardization Stage of Product Life-Cycle
Target Market Needs
Consumer Development