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Advertising Planning: An International Perspective

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

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  1. Advertising Planning: An International Perspective Marketing 3344

  2. Taking on a Huge International Advertising and IBP Challenge

  3. International Advertising • Advertising that crosses national and cultural boundaries • Important issue: Cultures notnations define the nature of advertising messages

  4. 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

  5. Cross-Cultural Audience Research • Economic conditions (LDC, NIH, HIC) • Demographic characteristics • Values • Custom and ritual • Product use and preferences

  6. Challenges in Executing Advertising Worldwide • The Creative Challenge • The Media Challenge • The Regulatory Challenge

  7. Creative Challenge • Written and spoken language • Translation difficulties • Culture-bound “picturing” • Assumptions and inferences • Identifying cross-cultural icons and symbols

  8. Ad in Context Example Why could this ad be used on a world-wide basis?

  9. 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

  10. 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?

  11. Regulatory Challenges • Can you use: • Ads directed to children? • Foreign languages in ads? • National symbols in ads? • Advertising may be taxed

  12. International Agency Options Global Agency • Greater integration • Economies of scale • Local agency • Highly localized • Execution risks • International affiliates • Local market expertise • Cultural adaptation

  13. Global Campaigns Local Campaigns Message Message 1 Message 2 Message 3 Market B Market C Market A Ad Campaigns: Global versus Local

  14. Ad in Context Example Why can Jack Daniels’ use a global ad campaign when other advertisers often cannot?

  15. Trends Promoting Global Advertising • Global communications • Global youth • Universal demographics and lifestyle trends • Americanization of consumption values

  16. 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

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