Ppts on Global Advertising

8/6/2019 Ppts on Global Advertising

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Global Advertising and

Other IMC Tools



The Multicountry Communications

Process

Source Message Channel Receiver

Barrier 1Head office outside

target country;

message devised

in target country

Barrier 2Messages created

by company outside

target country and

disseminated by

local channels

Barrier 3Company, message

creation, and channel

outside target

country, directed

at local consumers



The Promotional Mix

Advertising

Direct Marketing

Sales Promotion

Publicity/Public Relations

Personal Selling

Sponsorship



Global Advertising

Global advertising can be defined as

advertising more or less uniform across many

countries, often, but not necessarily, in mediavehicles with global reach

Challenges

± Overcoming the language barrier

± Overcoming the cultural barrier

± The impacts of regulations



Advantages of Standardizing

Global Advertising

Creative talent is scarce

The economics of global campaign

Global markets

Global brand names and products



Ad Agency Selection

Company Organization

National Responsiveness

Area Coverage

Buyer Perception



Uniformity of Copy and Visualization

IdenticalAds

± Usually with localization only in terms of language voice-over

change and simply translation

PrototypeAdvertising

± Global prototypes in which the voice-over abd the visual may

be changed to avoid language and cultural problems; the ad

may be re-shot with local spokespeople but using the same

visualization

Pattern Standardization

± The positioning theme is unified and some alternative creative

concepts supporting the positioning are spelled out but the

actual execution of the ads differs between markets



Global Ad Content: The Extension

versus Adaptation Debate

The message may not get through to the intended

recipient

The message may reach the target audience but maynot be understood or may even be misunderstood

The message may reach the target audience and may be

understood but still may not induce the recipient to

take the action desired by the sender

The effectiveness of the message can be impaired by

noise



Examples of Slogan Translations

³If you don¶t get it, you don¶t get it´

± Washington Post

³If you are not asking for it, you are asking for it´ ± ABrand of Motor Battery

³If you don¶t look good, we don¶t look good´

± Vidal Sassoon

Try to Translate The following Two Slogans:

³Just Do It!´ Nike

³Citi Never Sleeps´ Citicorp



Cultural Considerations K nowledge of cultural diversity, especially the symbolism

associated with cultural traits, is essential for creating advertising

Use of colors and man-woman relationships can often be

stumbling blocks ± Men kissing (married or unmarried) women¶s hands?

± The ring on the left or right hand?

± The woman preceding the man?

Emphasis on the subjective or functional product attributes

The use of sexually explicit or provocative imagery

Food is the product category most likely to exhibit culturalsensitivity

Cultural differences hardly have any effect on the attitudes,motivators, and needs involved in purchasing technology











Japanese Creative Strategy

Indirect rather than direct forms of expression are preferred in

the messages

There is often little relationship between ad content and the

advertised product

Only brief dialogue or narration is used in television commercials,

with minimum explanatory content

Humor is used to create a bond of mutual feelings

Famous celebrities appear as close acquaintances or everyday

people

Priority is placed on company trust rather than product quality

The product name is impressed on the viewer with short, 15-

second commercials



Global Marketing Communications

In the U.K., all advertising is allowed if not specifically

forbidden.

In Germany, everything is forbidden if not specifically

allowed.

In Italy, everything is allowed, even if forbidden, and

In Belgium, nobody knows what¶s forbidden.



Media Decisions

The availability of television of television, newspapers, and otherforms of electronic and print media varies around the world.

Even when media availability is high, its use as an advertising

vehicle may be limited ± Television advertising either does not exist or is very limited in

Denmark, Sweden, or Norway

± The time allowed for advertising each day varies from 12 minutes inFinland to 80 in Italy, with 12 minutes per hour per channel allowedin France and 20 in Switzerland, Germany, and Austria

Regulations concerning content of commercials vary, and thereare waiting periods of up to two years in several countries beforean advertiser can obtain broadcast time

± In Germany, advertising time slots are reserved and paid for one yearin advance



Global Sales Promotion

In-store or point-of-purchase promotions

± Price packs; Premiums; ³buy one, get one free´; Sweepstakes

Trade promotions

Couponing

Sampling

± Take advantage of event marketing

Cross-Marketing



Simplified Channel and

Promotion Structure

Manufacturer 1 Manufacturer 2

TradeTradePromotionPromotion

ChannelA

(RetailerA)

Channel B

(Retailer B)

Customers

RetailRetail

PromotionPromotion

CustomerCustomer

PromotionPromotionCustomerCustomer

PromotionPromotion



Promotion: A Local Activity

Economic DevelopmentLow levels of economic developmentp free samples and demonstration > coupons

or on-pack premiums

Market MaturityGrowing marketp consumer sampling and coupons; Mature marketsptrade

allowances or loyalty programs

PerceptionsConsumer and trade perceptions of promotional incentives are culturally inspired

and can vary from market to market

± Lego¶s ³Bunny Set´ promotion succeeded in U.S. but failed inJapan

The United States is by far the world leader in terms of the number of coupons issues. In 1997, 276 billion coupons were distributed andconsumer redeemed about 1.7 percent with an average value of 64 cents.Couponing accounts for 70 percent of consumer promotion spending.Elsewhere, the percentage is much lower

In Europe, couponing is widely used in the UK and Belgium; Couponingis not as widely used in Asia where saving face is important

Japanese consumers are reluctant to use coupons at the checkout counter;a particular premium can be seen as a waste of money



Influence and Roles in International

Sales Promotion

Minimum

Maximum

Subsidiary

Influence

Local Regional Global

Low HighInternational Brand Uniformity

Maximum

Minimum

Headquarters

Influence

�Strategy

�Design

�Execution

Adoption +Adaptation

�Strategy

�Design

�Execution

�Design

�Execution

Information

Transfer

Cross-Fertilization

�Information Transfer

Strategy

�Cross-fertilization

�Information Transfer

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