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Source/ Sender

International Marketing Communication Decisions. Source/ Sender. Encoding. Message/ Channel. Decoding. Receiver. Noise. Feedback. Response. Basic Model of Communication. International Communication Process. Cultural Context B. Cultural Context A. Message channel. Encoding.

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Source/ Sender

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

  2. International Communication Process Cultural Context B Cultural Context A 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 Evaluation of communications process and measure of action by receiver Information source Receiver Action by consumer responding to decoded message Markerer with a product

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

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