5. International advertising

8/7/2019 5. International advertising

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International Promotion-

Advertising


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Promotion

It is the fourth 7 final decision about

Marketing-Mix.

It means communication with the customer. The creation of awareness, interest, desire &

action is the universal aim of the Promotion-

Mix.


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Promotion in overseas market

Coordinating promotion with other aspects ofa marketing strategy is quite difficult in

overseas market. The Quality, Availability, & Scheduling of

promotional tools , all influence the degree ofsuccess realized by a product or service.

Promotion includes : Advertising, SalesPromotion, Public relations & Personal Selling.


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Considerations in the design of

International Advertising There are several important considerations in the design of

International Advertising and What it communicates.

One important strategic consideration is Whether tostandardize advertising worldwide or to adapt it to match

the environment of each country. Another consideration is availability of Media, which varies

around the world.

The development of advertising programs for ForeignMarkets should take care of these differences, as well asAdvertising regulations in international markets, intoaccount.

The expertise of International Advertising agencies can bevaluable.


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Determining Advertising Strategy :

Standardization v/s Localization An important strategic decision for international

marketer to make is whether the basics of anadvertising campaign developed at home can be

transferred to other nations simply by translatingthem into local languages.

Many marketers strongly believe that asuccessful Advertising campaign will do

anywhere. Critics of standardization in advertising, argue

however, that Cultural differences require acampaign to be tailored to each country.

Contd


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Standardized Approach of Advertising

Many practitioners believe that universal

advertising can work.

The beliefs like the Desire to be beautiful,

Appeals like Mother & child, Freedom &Pain, Glow of health etc, know NO

BOUNDARIES.

Empirical research on the subject & the

experiences of many marketers confirm thatsuch sentiments abound among advertisers. In

their study sample of Fortune 500 firms,


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Standardized Approach of Advertising

Many practitioners believe that universal advertisingcan work.

The beliefs like the Desire to be beautiful, Appealslike Mother & child, Freedom & Pain, Glow ofhealth etc, know NO BOUNDARIES.

Empirical research on the subject & the experiencesof many marketers confirm that such sentimentsabound among advertisers. In their study sample ofFortune 500 firms, Donnelly & Ryans discovered that90 % of the firms to at least some degree extent theirU.S. advertising approach to Non-Domesticsituations.

A number of companies like Deere & co., NIKE, havebeen reported as favouring Standardization.


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Localized Advertising

Customization of advertising for each country isjustified on the grounds of cultural differencesamong the nations.

Product related attributes sometimes influence

buyer behaviour differently around the globe. Eg.- Emphasis on Whiteness in Clothes, from a

Detergent brand, work very well in India but will notwork in Brazil because Brazilians do not wear WhiteClothes.

Chileans buy their coffee strictly on the basis ofprice, but for Germans, good coffee is a must forwhich they will pay any price.

Contd..


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Students of West African culture recommend

against printing an advertisement n White

Paper there, coz , White is considered to be

associated with Death & it might be perceived

as Death Notice.

Grammatical errors in copy annoy the French The Macho image of a model wearing a hard

hat does not excite Latin Americans. They

prefer their macho men in suits suitable forexecutives.

Contd..


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Although the Product attributes & functions

are generally similar in different countries, the

perception of these attributes varies from

nation to nation.

Thus, the common needs of people

belonging to different nations, do notnecessarily mean that the same products will

be appreciated in the same ways.

Thus, Standardized Advertising will notalways work globally.


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A disappointed Coca Cola salesman returns from his Middle East assignment. A

friend asked, "Why weren't you successful with the Arabs?" The salesman

explained: "When I got posted to the Middle East, I was very confident that Iwould make a good sales pitch as Cola is virtually unknown there. But, I had a

problem I didn't know to speak Arabic. So, I planned to convey the message

through three posters...

First poster: A man lying in the hot desert sand...totally exhausted and fainting.Second poster: The man is drinking our Cola.

Third poster: Our man is now totally refreshed.And Then these posters were pasted all over the place. "Then thatshould have worked!" said the friend. "It should have!?" said thesalesman. "But I didn't realize that Arabs read from right to left!!"


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As Jacob Hornik explains,

Product (need) universality cannot imply global messageappeal.(Israeli & American women) might manifest

the same need for cosmetics (i.e., preservation of

beauty), but this certainly does not mean that an Israeli

woman percieves the American cosmetic ad the sameway it is perceived by the American. Therefore,

understanding Consumer Wants, needs, motives, &behaviour, is a necessary condition to the development

of affective promotional program.


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Factors effecting Choice criteria

Environmental factors

Advertising objectives

Target Market Contd


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Environmental factors

Rate of economic growth

Stage of development

Per capita income

Level of literacy Availability of satisfactory Media

Degree of nationalism

Diversity in culture

Legal restraints on advertising

Competitive strategies

Import-Export perspectives

Independence of media from government control


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Advertising Objectives

Advertising objectives vary from market to market.

It does not lead directly to sales,

Advertising attempts to move the consumers from

unawareness of a product to awareness tocomprehension to conviction to action.

ForEg-, a VCR manufacturers advertising objective

for Mexico would have to be different from that of

U.S., as to in U.S., the VC

R is into its decline stage& in Mexico it is into its growth stage.

Thus the advertising concepts & campaigns in both

the markets would be different.


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Target Market

If the proposed ad campaign for another country isaimed towards a segment that is more or less

similar in characteristics to the segment served in

the home country, Standardized advertising would

appear satisfactory. However, if the target segment differs, a localized

campaign would be desirable.

Mc Donalds- advertise, focusing on availabilty og

high quality Beef products, in countries like U.S. etcbut they advertise directly or indirectly, by NO USE

OF BEEF PRODUCTS, in India, as to the difference

in the cultural aspects of the two nations markets.

5. International advertising

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