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- 2. • 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
- 3. 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
- 4. 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.
- 5. Creative Strategy • The “Standardization” versus “Adaptation Debate” • Merits of Standardization: – Scale Economies – Consistent Image – Global Consumer Segments
- 6. Creative Strategy • Barriers to Standardization: – Cultural Differences – Advertising Regulations – Market Maturity – “Not-Invented-Here” (NIH) Syndrome
- 7. Global Media Decisions • Media Infrastructure – Media infrastructure differs from country to country • Media Limitations – The major limitation in many markets is media availability.
- 8. Global Media Decisions • Media Infrastructure – Media infrastructure differs from country to country • Media Limitations – The major limitation in many markets is media availability.
- 9. 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
- 10. 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.
- 11. 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
- 12. 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 firm’s 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.
- 13. 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
- 14. Globally Integrated Marketing Communications (GIMC) • Integrated Marketing Communications (IMC): – IMC coordinates different communication vehicles – mass advertising, sponsorships, sales promotion, packaging, point-of- purchase displays, so forth.