International Advertising considerations
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International Advertising considerations

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  • The target audience Not just customers, but also suppliers, intermediaries, government, local community, bankers, media, shareholders, employees Watch plane first, then yellow square
  • Positioning US – oj substitute France – refreshment Philippines – premium drink Brazil – low priced drink
  • Media Availability Page 450
  • Product influences Certain product have certain rules in certain places.
  • Audience Characteristics Some governments protect their national media from foreign ones.
  • Watch commercial
  • http://www.youtube.com/watch?v=CwpNQWrD8PY&feature=player_embedded

International Advertising considerations Presentation Transcript

  • 1. the target audience
  • 2. positioning differences
  • 3. media availability
  • 4. What’s one of the best global mediums?
  • 5. product influences
  • 6. audience characteristics
  • 7. diffusion
  • 8. evaluation
  • 9. Wh o d o yo ut h in k a r e t h et o p g lo b a lbra nds ?
  • 10. w h a t c a n w e le a r n f r o m t h is ?