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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
  • 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 ?