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Advertising Planning: An International Perspective. Marketing 3344. Taking on a Huge International Advertising and IBP Challenge. International Advertising. Advertising that crosses national and cultural boundaries
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Advertising Planning: An International Perspective Marketing 3344
Taking on a Huge International Advertising and IBP Challenge
International Advertising • Advertising that crosses national and cultural boundaries • Important issue: Cultures notnations define the nature of advertising messages
Overcoming Cultural Barriers Barriers to successful international advertising: • Ethnocentrism • Tendency to view and value things through one’s own cultural perspective • Self-Reference Criterion (SRC) • Unconscious reference to own cultural values, experiences, and knowledge to make decisions
Cross-Cultural Audience Research • Economic conditions (LDC, NIH, HIC) • Demographic characteristics • Values • Custom and ritual • Product use and preferences
Challenges in Executing Advertising Worldwide • The Creative Challenge • The Media Challenge • The Regulatory Challenge
Creative Challenge • Written and spoken language • Translation difficulties • Culture-bound “picturing” • Assumptions and inferences • Identifying cross-cultural icons and symbols
Ad in Context Example Why could this ad be used on a world-wide basis?
The Media Challenge • Availability and Coverage • Too few options • Too many options • Global television now possible though • Costs and Pricing • Complex due to many options • No set pricing in some markets • Global coverage is expensive
Regulatory Challenges What are the . . . • Products that can be advertised? • Appeals that can be used? • Times that products may be promoted? • Rules regarding foreign language use? • Restrictions on using national symbols? • Taxes levied against advertising?
Regulatory Challenges • Can you use: • Ads directed to children? • Foreign languages in ads? • National symbols in ads? • Advertising may be taxed
International Agency Options Global Agency • Greater integration • Economies of scale • Local agency • Highly localized • Execution risks • International affiliates • Local market expertise • Cultural adaptation
Global Campaigns Local Campaigns Message Message 1 Message 2 Message 3 Market B Market C Market A Ad Campaigns: Global versus Local
Ad in Context Example Why can Jack Daniels’ use a global ad campaign when other advertisers often cannot?
Trends Promoting Global Advertising • Global communications • Global youth • Universal demographics and lifestyle trends • Americanization of consumption values
Arguments Against Using Global Campaigns • Audiences in different cultures place value on different brand attributes • Global campaigns can defy local customs or ignore local competition • Local managers will not support a global campaign and message