1. Chapter 9
Advertising Planning: An International Perspective

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

3. International Advertising
Spending (billions)
2000 population
(millions)
Top Ad Category
Top TV Program
Ad Rate for Top Show (000)
USA
$147.1
281.4
Automotive
Survivor
$200
Japan
39.7
127.9
Cosmetics
Hero
150
(2 spots)
Germany
20.7
82.9
Mass Media
Millionaire 72 UK
16.5
59.5
Finance
Coronation St.
147
France
10.7
59.7
Retail
Julie Lescaut 83
Italy
8.4
57.9
Telecomm
San Remo
109
S. Korea
6.4
47.7
Computers
Three Friends 5
Ch 9: International 3

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 4

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

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

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

8. Media Challenges Availability and coverage Costs and Pricing
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 8

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 9

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 10

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 11

12. Ad Campaigns: Global versus local
Global Campaigns
Message
Market A B C
Local Campaigns
Message 1
Message 2
Message 3
Ch 9: International 12

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

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

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