1. Basic Model of Communication
International Marketing Communication Decisions
Source/
Sender
Encoding
Message/
Channel
Decoding
Receiver
Noise
Feedback
Response
Basic Model of Communication

2. International Communication Process
Cultural Context A
Cultural Context B
Message channel
Encoding
Advertising Media and or personal sales force
Message translated into appropriate meaning
Noise
Competitive acti-vities, other sales-people, confusion and so on
Decoding
Encoded message interpreted into meaning
Feedback
Information source
Evaluation of communications process and measure of action by receiver
Receiver
Markerer with a product
Action by consumer responding to decoded message

3. Globalized vs. Localized Campaigns
Globalized campaigns
Localized campaigns
Pattern campaign

4. Coca-Cola: “Pattern Advertising”
Basic approach
Specific communication strategy
Specific Audience
Local adjustments
Words and the lyrics are translated
Basic adjustments made to the copy
Visual adjustments made to the copy

5. International Advertising Campaigns
Standardization whenever possible
When do you know it is possible and how to do it?
Adaptation whenever necessary
When do you know it is necessary and how to do it?

6. Cross-Cultural Audience Research
1. Economic conditions (LDC, NIC, HIC)
2. Demographic characteristics
3. Values
4. Custom and ritual
5. Product use and preferences

7. Creative Challenges in Global Ads
Written and spoken language
Quite literal translations
Culture-bound picturing
Assumptions and inferences
Identifying cross-cultural icons

8. Media Challenges in Global Advertising
1. Availability and Coverage:
2. Costs and Pricing:

9. Regulatory Challenges for Global Ads
The types of products that can be advertised
The types of appeals that can be used
The times that certain products may be promoted
Advertising to children
The use of foreign languages in advertisements
The use of national symbols in advertisements
The taxes levied against advertising expenditures

10. International Agency Options
The global agency
The local agency
International affiliates