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International Advertising and Promotion
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Reasons for International ImportanceStagnation of domestic markets
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Focusing on China for Growth
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Tourism Australia Uses Global Campaign
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The International EnvironmentInternationalMarketing&PromotionalDecisions
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International Economic Environment
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International Demographic Environment
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International Cultural Environment
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Heineken Translation Issues
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International Political/Legal Environment
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Test Your KnowledgeSince the European Union banned the use of food dyes in seafood, the salmon market has suffered. People mistakenly believe that salmon is naturally pink. Unfortunately, salmon is an unappetizing gray color. This is an example of how _____ factors can inadvertently hurt small businesses. A)economic B)demographic C)political/legal D)cultural E)infrastructure
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Advertising Subject to Regulation
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Global Marketers DilemmaOffer the same product, marketing, and advertising everywhere?Adapt the product, marketing, and advertising to each society?
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Global Marketing & Advertising AdvantagesLower costs with less in planning and control Economies of scale in production, distribution Lower advertising production costs Ability to exploit good ideas worldwide Ability to introduce products quickly, worldwide Consistent international brand, company image Simplification of coordination and control
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Gillette Launches Mach3 Globally
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Problems With Global AdvertisingLegal restrictions may make it difficult to develop an effective universal appealMedia availability or usage may vary by country or regionConsumer needs and usage patterns often vary by country or regionDifferences in culture, market and economic development make it difficult to use global advertising
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When is globalization appropriate?Globalization Often Works Best For:
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TAG Heuers Global Campaign
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Global Products, Local Messages
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Decision Areas in International AdvertisingDecision Areas
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Centralization of International AdvertisingCentral Authority
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Decentralized International AdvertisingCentralAuthority
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Criteria for Selecting an Agency
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Criteria for Selecting an Agency
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Advertising ResearchInformation on demographic characteristics of marketsInformation on cultural differences such as norms, lifestyles, and valuesInformation on consumers product usage, brand attitudes and media preferencesInformation on media usage and audience sizeCopy testing to determine reactions to different types of advertising appeals and executionsResearch on the effectiveness of advertising and promotional programs in foreign markets
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Creative DecisionsAppeals may have to be adapted for local market conditionsSpecific appeals and execution styles must be selectedCopy platforms must be developed that include major selling ideasCreative decisions should be based on advertising and communication objectives
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Coca-Cola Adapts to Local Markets
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International Media Selection IssuesWidely Differing CharacteristicsMedia Information Problems
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Specialized Target Audiences
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Broad Coverage of International Media
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International Sale PromotionMajor Creation Considerations
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WD-40 Used Product Samples in Russia
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Central vs. Local Roles
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Public Relations in Global MarketingDeal with specific issues and problems the company may face in foreign marketsServe as part of the IMC program and help market the product or servicePresent the company as a good corporate citizenDeal with local governments, media, trade associations, and the general public
*Chapter TwentyInternational Advertising and Promotion 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin**********Answer: C***********************
