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International Advertising

Global advertising encompasses areas such as advertising planning, budgeting, resource allocation issues, message strategy, and media decisions.

Other areas include: local regulations, advertising agency selection, coordination of multi-country communication efforts and regional and global campaigns

Global Advertising and Culture


Language Barriers Language is one of the most formidable barriers in global marketing. Three types of translation errors can occur in international marketing: Simple carelessness Multiple-meaning words Idioms

Setting the Global Advertising Budget


Companies rely on different kind of advertising budgeting methods which include: Percentage of Sales Competitive Parity Objective-and-Task Method-first establish concrete marketing objectives, the advertiser determines how much it will cost to meet them.

Creative Strategy
The Standardization versus Adaptation Debate Merits of Standardization: Scale Economies Consistent Image Global Consumer Segments

Creative Strategy
Barriers to Standardization: Cultural Differences Advertising Regulations Market Maturity Not-Invented-Here (NIH) Syndrome

Global Media Decisions


Media Infrastructure Media infrastructure differs from country to country Media Limitations The major limitation in many markets is media availability.

Global Media Decisions


Media Infrastructure Media infrastructure differs from country to country Media Limitations The major limitation in many markets is media availability.

Global Media Decisions


Recent Developments in the Global Media Landscape: Growing commercialization and deregulation of mass media Shift from radio and print to TV advertising Rise of global and regional media Growing spread of interactive marketing Growing popularity of text messaging Improved monitoring Improved TV-viewership measurement

Advertising Regulations
The major types of advertising regulations include: Advertising of Vice Products and Pharmaceuticals Comparative Advertising Content of Advertising Messages Advertising Targeting Children Other Advertising Regulations: Issues of local languages, tax issues, and advertising rates.

Advertising Regulations
Strategies to deal with advertising regulations: Keep track of regulations and pending legislation Screen the campaign early on Lobbying activities Challenge regulations in court Adapt marketing mix strategy

Choosing an Advertising Agency


In selecting an ad agency, the international marketer has several options: 1. Work with the agency that handles the advertising in the firms home market. 2. Pick a purely local agency in the foreign market. 3. Choose the local office of a large international agency. 4. Select an international network of ad agencies that spans the globe.

Choosing an Advertising Agency


Criteria for screening ad agencies: Market coverage Quality of coverage Expertise with developing a central international campaign Creative reputation Scope and quality of support services Desirable image (global versus local) Size of the agency Conflicting accounts

Globally Integrated Marketing Communications (GIMC)


Integrated Marketing Communications (IMC): IMC coordinates different communication vehicles mass advertising, sponsorships, sales promotion, packaging, point-ofpurchase displays, so forth.