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Global Marketing Communications. Global Attitudes Towards Advertising.

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Presentation on theme: "Global Marketing Communications. Global Attitudes Towards Advertising."— Presentation transcript:

1 Global Marketing Communications

2 Global Attitudes Towards Advertising

3 When is Globalization Appropriate? F Brands that can be adapted for a visual appeal F Brands that are promoted with image campaigns that play to universal appeals F High-tech products and new products coming to the world for the first time F Products with nationalistic flavor F Products that appeal to a market segment with universally similar tastes, interests, needs and values © The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill Slide 20-4

4 Standardizing Advertising: It’s All about degree Think Globally Act Locally

5 Standardized Advertising: It’s all about DEGREE The Chameleon F An advertising strategy with different meanings in different cultures, but with positive associations for the target audience in all of them. F When this happens, it can be a truly global campaign.

6 Marlboro Man Saudi ArabiaFrance

7 Marlboro Man TurkeySingapore

8 Marlboro Man Germany Sweden

9 Marlboro Man Latin America US (circa 1988): no logo needed

10 Coca Cola Light/Diet Coke F Coca Cola Light campaign "Just for the Taste of It" was used in many different countries, the execution of that strategy was tailored to cultural differences.

11 France: cooling offFrance: hugging Coca Cola Light/Diet Coke

12 France: cooling offKorea: behind the back

13 Coca Cola Light/Diet Coke Thailand: red & white

14 Standardizing advertising strategy across countries while the execution is modified to fit in with local cultural mores. Drakkar Noir USA – “Feel the Power”

15 Drakkar Noir French VersionSpanish VersionSaudi Arabia

16 Communicating with World Consumers Legal and Tax Considerations Language Limitations Cultural Diversity Media Limitations Production and Cost Limitations Challenges

17 Creative Challenges of Global Advertising Legal and Tax Considerations Legal Comparative Advertising No - Germany Indirect - U.K., Spain, Ireland, Portugal Heavily regulated in Asia Amount of advertising Kuwait - 32 minutes per day Taxation on advertising Britain, France and Australia Austria - Huge taxes on print and t.v. - Cinema advertising 11% of ad revenue per year

18 l Phonetic Problems with Brand Names Bardok in Russia Big John In French -speaking Canada - Gros Jos l Translations Intent Translation -Stepping Stone-Stumbling Block -Car Wash-Car Enema -Highly Rated-Over Rated Symbols - Owl-Bad Luck in India - Airline Log in Australia - EMU Language Limitations

19 F Function of Advertising: –Interpret or translate the need/want satisfying qualities of product and services in terms of consumer needs, wants, desires, and aspirations. –Emotional appeals, symbols, persuasive approaches etc.must coincide with cultural norms to be effective. Cultural Diversity

20 F General Mills Cake Mixes –US and UK u Homemaker’s guilt –Japan u Don’t eat cakes u Concerned about failing u Easy as rice F Subcultures Cultural Diversity

21 Localization France Sweden

22 Japan United Kingdom

23 Latin America Japan

24 Advertising as a Mirror Individualism vs. Collectivism Germany: man diving South Africa: cigarette party

25 Latin America: footprint in the sand Taiwan: Samsonite suitcase ad

26 Korean: nutritional supplement and the family France: birds of a flock

27 Brazil: soccer players United Kingdom: shark Pakistan: "Rhythm Wythm" Gender Roles

28 F Availability –Political position –Literacy rates - selective F Cost –Media costs subject to negotiation –Agent discounts split with client F Coverage –National vs. regional –Fragmented Media Limitations

29 Media Selection Newspapers Magazines Radio & Television Satellite and Cable Television Direct Mail Other Media

30 Household Penetration of Cable, Satellite, and Internet Top 10 Media Markets 1997 SOURCE: Abstracted from: “Top Global Advertising Market” Ad Age International May 1997. p. 17.

31 Tactical Considerations Availability Cost Coverage Lack of Market Data Media Planning & Analysis

32 Other Forms of Communication F Sales Promotions F Event Sponsorships F Trade Shows F Direct Marketing F Public Relations

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