Impact of Advertising on International Marketing

1. International*Marketing*
Impact*of*Advertising*on*International*Marketing*
Ayush&Parekh&
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& &

2. & 2&
Index&
Sr.&No.& & & Topic& Page&No.&
1.& Introduction& 3&
2.& International&Marketing&Defined& 3&
3.& International&Advertising&& 5&
4.&
Barriers&of&International&Advertising&&
E Culture&
E Language&
E Education&
E Government&Regulations&
E Media&Limitations&&
6&
5.&
Advantages&of&International&Advertising&
E Market&Expansion&
E Brand&reputation&&
E Global&Networking&
E Opening&door&for&future&opportunities&
9&
6.& Factors&affecting&International&Marketing&& 11&
7.&
International&Advertising&Concept&
E Communication&Process&
E Art&Direction&
E Cultural&Considerations&&
13&
8.& Measuring&Advertising&Effectiveness&& 15&
9.&
Standardization&vis&a&vis&Localization&&
&&&&&E&&&Examples&
16&
10.& International&Advertising&as&a&Social&Force& 20&
11.& Conclusion& 23&

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Impact of advertisement of
international marketing
INTRODUCTION
International business is taking different shades and is
unavoidable today. This dynamic world is rapidly changing to
the extent that it has been reduced to a “Global village”. This
assertion is true in every sense because what happens in one part
of the world has a rippling effect on some business transaction
thousands of kilometers away.
International marketing means to apply the principles of
marketing in more than one country. International marketing
involves the firm in making one or more marketing mix
decisions across national boundaries. At its most complex level,
it involves the firm in establishing manufacturing facilities
overseas and coordinating marketing strategies across the globe.
INTERNATIONAL MARKETING
DEFINED
“The performance of business activities that direct the flow of a
country's goods and services to consumers or users in more than
one nation for a profit.” Others have defined marketing as “the
creation and delivery of a standard of living” or “Producing
what you can sell not selling what you can produce”. The AMA
has defined marketing in two ways as “The performance of the
business activities that direct the flow of goods and services
from producer to consumer or user” and if we may add ‘in more
than one country'. Their latest definition is even more elaborate
as “the multinational process of planning and executing the
conception, pricing, promotion and distribution of ideas, goods
and services to create exchanges that satisfy individual and

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organizational objectives.”_ The venerable Philip Kotler defines
Marketing as “a social and managerial process by which
individuals and groups obtain what they need and want through
creating, offering, and exchanging products of value to others”
across boundaries, if we were to raise it to the international
scenario.
International trade is a necessity for any 21st century company
to remain buoyant in a ferociously competitive world. There
certain key factors one has to note before venturing into a new
market and these are the controllable factors (4 Ps, Product,
Price, Promotion, and Place) and the uncontrollable variables
such as the Political, Legal, and the cultural environment.
IM is a stepping stone towards macro marketing unraveling the
meaning of global business as to how that the world has been
reduced to a small place where transactions done in a remote
part of the world have some effect on the business transactions
at another part of the world. The trend today is that World Trade
is going “Global” and as such, the successful marketer should
strategically think globally. The World economy has gone
through different cycles and phases. At one time, The USA
Multi National Corporations (MNC) reigned supreme and
unrivalled. It is on record that the 20th century saw the world go
into at least two economic depressions between the World wars.
After the wars and eventual recovery of some poor economies,
the USA & other countries started thinking
“Global” in terms of trade. In order to regulate trade for sanity,
efficiency and equity, various instruments were set in place to
guarantee “free and fair trade” by different countries. An
association was set up to monitor and ensure fairness in trade,
and thus the first General Agreement on Tariffs & Trade
(GATT) was set up and later (1994) the World Trade
organization (WTO).

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INTERNATIONAL ADVERTISING
International Advertising, generally speaking, is the promotion
of goods, services, companies and ideas, usually in more than
one country performed by an identified sponsor. Marketers see
advertising as part of an overall promotional strategy. Other
components of the promotional mix include publicity, public
relations, personal selling, and sales promotion. Advertising is a
cogent communication attempt to change or reinforce ones' prior
attitude that is predictable of future behavior.
It can be viewed as a communication process that takes place in
multiple cultures that differ in terms of values, communication
styles, and consumption patterns. The sum total of these
activities constitutes a worldwide industry that is growing in
importance. International advertising is also a major force that
both reflects social values, and propagates certain values
worldwide.
International advertising involves recognizing that people all
over the world have different needs. Companies like Gillette,
Coca-Cola, etc. have brands that are recognized across the
globe. While many of the products that these businesses sell are
targeted at a global audience using a consistent marketing mix,
it is also necessary to understand the regional differences, hence
it is important to understand the importance of international
marketing. Organizations must accept that differences in values,
customs, languages and currencies will mean that some products
will only suit certain countries and that as well as there being
global markets e.g. for BIC and Gillette razors, and for Coca-
Cola drinks, there are important regional differences for
example advertising in China and India need to focus on local
languages. Just as the marketing environment has to be assessed
at home, the overseas potential of markets has to be carefully
scrutinized. Finding relevant information takes longer because
of the unfamiliarity of some locations. The potential market
size, degree and type of competition, price, promotional
differences, product differences as well as barriers to trade have
to be analyzed in order to advertise our product effectively in
different countries

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BARRIERS OF INTERNATIONAL
ADVERTISING
- CULTURE
Culture is a problematic issue for many advertisers since it is
inherently nebulous and often difficult to understand. One may
violate the cultural norms of another country without being
informed of this, and people from different cultures may feel
uncomfortable in each other's presence without knowing exactly
why. Communication is more difficult because cultural factors
largely determine the way various phenomena are perceived. If
the perceptual framework is different, perception of the message
itself differs.
It is a well-known fact that the culture of a country influences
the customer preferences. Customers are quite sensitive about
cultural aspects depicted in advertisements. Advertising themes,
incorporating social acceptance, mutual dependence, respect for
elders, harmony with nature, use of seasons, innovation and
novelty, distinctive use of celebrities. Some of the advertising
blunders in international marketing are:
• Procter and Gamble showed an animated stork delivering
Pampers diapers in its ad campaigns in the US. The same
ad copy was used in Japan, only the language was
changed. However, this ad did not worked in Japan. The
subsequent market research revealed that, unlike the
western folklore, storks, according to the Japanese
folklore, are not expected to deliver babies. On the
contrary, Japanese people believe that it is the giant
peaches that float on a river that bring babies to the
deserving parents. Subsequently, Procter & Gamble
changed the theme of the ad campaign to “expert mom”, a
nurse who is also a mother theme.
• Muhammad Ali is immensely popular in the Middle East. One
of the car manufacturers used Muhammad Ali in its ad
campaign for the region. The ad theme was, ‘I am the

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greatest'. The ad backfired and offended the Muslims who
regard only the God was great.
- LANGUAGE
Translation from one language to another language is crucial in
international advertising. The literal translation may fail to
convey the desired message across the countries due to cultural
factors. For instance the word yes means in low context in USA
and Europe and in Japan it means I am listening to what are you
saying, in Thailand it means Ok. So there is a difference in the
language of different countries. Some instances of the
translation blunders in international advertisement are as
follows:
• Pepsi used the German translation of the slogan ‘come alive
with Pepsi' in its ad campaign in West Germany. However,
the slogan when translated in German actually meant
‘come out of the grave with Pepsi' and failed to generate
any market response from the customers.
• General Motors translated its slogan ‘Body by Fisher' to
‘Corps by Fisher' in Belgium that offended many Belgium
customers.
- EDUCATION
The level of literacy plays an important role in deciding what
advertisement tool and message should be used in international
market. Market segments with lower level of adult literacy need
to be addressed by way of more audio visual content rather than
a written message. It should be ensured that the visuals convey
the desired message rather than the text part of the
advertisement.
- GOVERNMENT REGULATIONS
The regulatory framework of a country influences the
advertisement strategy in international market. The government
regulations in the following country relate to following issues:
• Advertisement in foreign language.

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• Use of sensuality
• Comparative advertising referring to the competing product
from rival firms
• Use of children as models
• Advertisement related to alcohol and tobacco
• Advertisement related to health and pharmaceuticals
Some of the various regulations in various countries are:
◦ In Malaysia the Ministry of Information advertising code
states that women should not be a principal object of
an advertisement and should not be used to attract
sales unless the advertisement product is relevant to
women.
◦ The Ministry of Information in Saudi Arabia prohibits
any advertisement depicting unveiled woman.
◦ Use of foreign words and expression when French
equivalents can be used are prohibited in France.
◦ Portuguese law prohibits sex discrimination or the
subordination or objectification of women in
advertising.
◦ Norway prohibits any advertising that portrays men or
women in an offensive manner or implies any
derogatory judgment of either sex.
◦ Most Arab countries prohibit explicit depiction of
sensuality.
- MEDIA LIMITATION
Media may diminish the role of advertising in the promotional
program and may force the marketers to emphasis the other
elements of promotional mix. A marketer's creativity is certainly
challenged when a television commercial is limited to 10
showing a year with no two exposures closer than 10 days. In
some African countries advertisers run boats up and down the
rivers playing popular music and broadcasting commercial into
the bush as they travel.

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ADVANTAGES OF INTERNATIONAL
ADVERTISING
International marketing, also known as global marketing, is the
process of overseas advertising of the products that a company
sells. International marketing provides a host of benefits to a
business, from helping to broaden the customer base to
improving the reputation of the brand. Understanding these
advantages can help businesses of all sizes to plan their
international sales strategies and to focus their customer service
efforts.
Market Expansion
The most obvious advantage of marketing internationally is the
expansion of a company's market. Expanding the places where a
company does business and advertises its products and services
opens up a larger customer base and potentially greater profit
margins. While small businesses may find that marketing
internationally is cost prohibitive, technology such as social
media and online newspapers and advertising services have
made the process of international marketing even more
attractive. Customers can now buy from virtually anywhere in
the world via the Internet, making market expansion through
international marketing a highly useful skill for businesses to
master.
Brand Reputation
International marketing can have a unique advantage of helping
to boost a brand's reputation. Right or wrong, customers
perceive a brand that's selling in multiple markets to be of
higher quality and better service than brands that just sell
locally. Major technology companies, global automobile models
and multinational banks are proof of this. People are keen to buy
products that are widely available.

10. & 10&
Global Networking
Expanding into a global market gives a business the distinct
advantage of connecting with new customers and new business
partners. A company doing business in Eastern Europe, for
instance, may find a cheaper workforce, less-stringent tax laws
or even less-expensive modes of advertising in local
newspapers, television stations and radio programs. In other
words, the opportunities for networking internationally are
limitless. The logic behind this is simple: the more "places" your
business is, the more connections it can make.
Opening the Door for Future Opportunities
International marketing can also open the door to future
business expansion opportunities. Not only does global
marketing expand a company's sales base, it also helps the
business to connect to new vendors, a larger workforce and new
technologies and ways of doing business. American companies
investing in Japan, for instance, have found programs such as
Six Sigma and Theory Z to be highly useful in shaping their
business strategies. Being in a new market improves the
business's efficiency and helps open the management's eyes to
previously undiscovered opportunities for growth.

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INTERNATIONAL MARKETING
FACTORS
Although firms marketing abroad face many of the same
challenges as firms marketing domestically, international
environments present added uncertainties, which must be
accurately interpreted. Indeed, there are a host of factors that
need to be researched and evaluated when preparing an
international marketing strategy. Key aspects of any potential
foreign market include: demographic and physical environment;
political environment; economic environment; social and
cultural environment; and legal environment.
Demographic and Physical Environment: Elements
that needs to be assessed that fit under this category include
population size, growth, and distribution; climate factors that
could impact on business; shipping distances; time zones; and
natural resources (or lack thereof).
Economic Environment: Factors in this area include
disposable income and expenditure patterns; per capita income
and distribution; currency stability; inflation; level of acceptance
of foreign businesses in economy; Gross National Product
(GNP); industrial and technological development; available
channels of distribution; and general economic growth.
Obviously, the greater a nation's wealth, the more likely it will
be that a new product or service can be introduced successfully.
Conversely, a market in which economic circumstances provide
only a tiny minority of citizens with the resources to buy
televisions may not be an ideal one for a television-based
marketing campaign.
Social and Cultural Environment: This category
encompasses a wide range of considerations, many of which
can—if misunderstood or unanticipated—significantly
undermine a business's marketing efforts. These include literacy

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rates; general education levels; language; religion; ethics; social
values; and social organization. "The ability of a country's
people to read and write has a direct influence on the
development of the economy—and on marketing strategy
planning," observed McCarthy and Perreault. "The degree of
literacy affects the way information is delivered—which in
marketing means promotion." Attitudes based on religious
beliefs or cultural norms often shape marketing choices in
fundamental ways as well. As Hiam and Schewe noted,
"cultures differ in their values and attitudes toward work,
success, clothing, food, music, sex, social status, honesty, the
rights of others, and much else." They observed that even
business practices can vary tremendously from people to people.
"For instance, haggling is never done by the Dutch, often by
Brazilians, and always by the Chinese." The company that does
not take the time to make itself aware of these differences runs
the risk of putting together an international marketing venture
that can fail at any number of points.
Legal Environment: This includes limitations on trade
through tariffs or quotas; documentation and import regulations;
various investment, tax, and employment laws; patent and
trademark protection; and preferential treaties. These factors
range from huge treaties (North American Free Trade
Agreement-NAFTA, General Agreement on Tariffs and Trade-
GATT) that profoundly shape the international transactions of
many nations to trade barriers erected by a single country.
Political Environment: Factors here include system of
government in targeted market; political stability; dominant
ideology; and national economic priorities. This aspect of an
international market is often the single most important one, for it
can be so influential in shaping other factors. For example, a
government that is distrustful of foreigners or intent on
maintaining domestic control of an industry or industries might
erect legal barriers designed to severely curtail the business
opportunities of foreign firms.

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INTERNATIONAL ADVERTISING
CONCEPT
The International Communication Process
The international communication process involves using the
entire promotional mix to communicate with the final consumer.
First, the appropriate message is determined for the target
audience by the advertiser. Next, the international sponsor
(sender), usually represented by an advertising agency, encodes
a message into words and images. The message is then
translated into the language of target market and transmitted
through a channel of media channels to the audience who then
decodes and reacts to the message. Cultural barriers may hamper
effective transmission of the message at each stage in the
process and result in miscommunication.
Art Direction
Art direction is involved with visual presentation- the body
language of print and broadcast advertising. Some types of
visual presentation are universally understood. Revlon, for
example, has used a French producer to develop television
commercials, English and Spanish for use in the international
markets. These commercials, which are filmed in Parisian
settings, communicate the universal appeals and specific
advantages of Revlon products. By producing its ads In France,
Revlon obtains effective television commercials at a much lower
price than it would have to pay for similar –length commercials
produced in US. Pepsi Co has used four basic commercials to
communicate its advertising themes. The basic setting of young
people having fun at a party or on a beach has been adapted to
reflect the general physical environment and racial
characteristics of North America, South America, Europe,
Africa, and Asia,. The music in these commercials has also been
adapted to suite regional tastes, ranging from rock and roll in
North America to Bossa nova in Latin America to Africa.

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Benetton recently encountered a problem with its “United
Colors of Benetton” campaign. The campaign appeared in 77
countries, primarily in print and on billboards. The art direction
focused on striking, provocative interracial juxtapositions- a
white hand a black hand handcuffed together, for example
another version of campaign, depicting a black woman nursing a
white baby, won adverting awards in France and Italy. However,
because the image evoked the history of slavery in America, that
particular creative execution was not in the U.S market.
Cultural Considerations
Knowledge of cultural diversity, especially the symbolism
associated with cultural traits, is essential when creating
advertising. Local country managers will be able to share
important information, such as when to use cautions in
advertising creativity. Use of colors and man-women
relationships can often be stumbling blocks. For example, white
in Asia is associated with death. In Japan, intimate scenes
between men and women are considered to be in bad taste; they
are outlawed in Saudi Arabia.
Advertising Communication System
Advertising communication always involves a perception
process and four of the elements shown in the model: the
source, a message, a communication channel, and a receiver. In
addition, the receiver will sometimes become a source of
information by talking to friends or associates. This type of
communication is termed word-of-mouth communication, and it
involves social interactions between two or more people and the
important ideas of group influence and the diffusion of
information. An advertising message can have a variety of
effects upon the receiver. It can
Create awareness
Communicate information about attributes and benefits
Develop or change an image or personality
Associate a brand with feelings and emotions
Forms group norms
Precipitate behavior

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MEASURING ADVERTISING
EFFECTIVENESS
Just as important as creating a strong marketing plan is
following through on the results. How will you know which ads
are working if you don't analyze the results? Check the
effectiveness of your advertising programs regularly by using
one or more of the following tests:
• Run the same ad in two different publications with a different
identifying mark on each. Ask customers to clip the ad and
bring it in for a discount or free sample. Or, if you're
running an ad that asks customers to order by mail, put a
code in your company address such as “Dept. SI.” By
looking at the marks on the clipped ads or the addresses on
the mail-in orders, you'll be able to tell which ad pulled
well.
• Offer a product at slightly different prices in different
magazines. This has the added benefit of showing whether
consumers will buy your product at a higher price.
• Advertise an item in one ad only. Don't have any signs or
otherwise promote the item in your store or business. Then
count the calls, sales or special requests for that item. If
you get calls, you'll know the ad is working.
• Stop running an ad that you regularly run. See if dropping the
ad affects sales.
• Check sales results whenever you place an ad for the first
time.
• Checks like these will give you some idea how your
advertising and marketing program is working. Be aware,
however, that you can't expect immediate results from an
ad Especially with small ads—the type most entrepreneurs
are likely to be running—you need to give the reader a
“getting to know you” period during which he gets to feel
comfortable with your business.

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STANDARDISATION VIS A VIS
LOCALISATION
Adaptation as a general tendency of the
cross-national advertising literature
The feasibility of ad standardization depends on variables
related to the economic, technological, legal, social, and cultural
environment. These factors together are known as the PEST
factors which are very important for every firm. These are those
external factors or conditions that the firm needs to adapt it
with. These factors cannot be controlled by the firm and thus
influence the firm extensively. Within a homogeneous
environment advertising standardization is recommendable. If,
on the contrary, environmental variables across markets are
heterogeneous, customized advertising should be favored. It's
always preferred that the environment be homogeneous.
Reviews of cross-national advertising studies, either regional or
global generally conclude in favor of adaptation. Standardized
advertising is hindered if the use of certain media or execution
elements is restricted, for instance in countries such as Malaysia
which prohibits the use of foreign models in advertising. In a
similar way, a heterogeneous economic environment across
countries makes advertising standardization more difficult.
Advertising execution has to take into account the education,
literacy, and income levels of target groups. The competitive
environments as well as the actual life cycle stage of a product
are further factors in favor of adaptation. The cultural
environment is seen as the highest barrier against standardized
advertising. Differing needs, traditions, consumption habits,
religion etc. make the use of an identical advertising approach
across markets difficult. It's still a matter of debate whether
standardization or adaptation is better, as it is a very subjective
term. The fact that adaptation allows for more creative freedom
and standardization a more restrictive environment, generally
means can allow the advertisers to go for more focused
approaches.

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On average, the cross-national advertising literature leans
towards adaptation rather than standardization of advertising
worldwide.
Change over time
Many studies point to the persistent need of ad adaptation. For
instance, an analysis of U.S. companies operating in Europe
showed that, between 1963 and 1983, advertising was more
resistant to standardization than product or brand policies.
However, there are many arguments in favor of a trend towards
advertising standardization, especially due to strong
globalization over the last 20 years. A number of developing
countries have been accessing the status of advertising intensive
countries. China and India are a case in point for a dramatic
change in the place of advertising in the overall business and
consumer scene. Authors coming from the corporate world,
either advertisers or agencies, have consistently argued in favor
of ad standardization and the possibility of putting up a global
message with localized communication. Furthermore, rapidly
changing communication technologies (Internet ads, satellite
TV) influence global advertising: media overlaps push
companies to more standardized advertising approach.
Advertising standardization is increasing over time due the
globalization trend.
Adaptation to local contexts still needed
Religion act as filters of advertising messages, transforming
factual information into culturally interpreted meaning.
Culture and local customs are positively related to adaptation
recommendation
Advertising strategy versus advertising
execution
The contents of advertising can be categorizes in to two
categories as strategy and execution. Though there is some
overlap between both the categories, advertising strategy

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comprises 'what is said' and execution concerns more 'how it is
said'. Degree of adaptation increases over a continuum of four
levels as: mission (long term, identity and vision of the
communicator), proposition (campaign themes), creative
concepts (how themes are translated in the language and
cultures of the target groups) and execution. While mission and
proposition can rather easily be globalized, execution will need
much local tailoring.
Influence of product category on the
degree of standardization of international
advertising
The type of the product has an influence on advertising
standardization. Products that satisfy the universal needs have
messages, which mostly carry rather than context free
information. Ads for certain product categories may be easier to
standardize because they correspond to global (airlines, tobacco,
banks,) rather than multidomestic industries (food, motor
insurance,).
I'M LOVIN' IT”: An International Motto
We can take the example of McDonald’s, which have launched
a new, and for the first time global marketing strategy in
Germany at the beginning. The campaign launched by the
McDonald revolves around the motto, “I'm loving' it” and it is
part of a new and broader marketing approach that McDonald's
calls Rolling Energy. The company says this approach will
restore the strength of the brand in the entire world, unify its
messages and integrate all its marketing moves.
“McDonald's realized that it could save money. To create a
campaign of this sort, which is not individualized for each
country and each market and which is going to use the same
slogan, presumes a terrific cost savings that could have an
impact on [McDonald's] accounting results.”
Despite the benefits that this campaign offers, “it contains the
risk of not being able to adjust to the peculiarities of each
individual market”. “The value shared by the youths in different

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countries makes it possible today more than ever to create global
campaigns with a same message”.
Axe Chocolate-man Ad Banned
Axe ad is a classic example of standardization vs. localization
debate. Keeping in line suggestive advertisements being
televised. The Indian government has taken strong objection to
the AXE chocolate deodorant ad. Ministry of information and
broadcasting has regarded the ad as indecent, vulgar and
repulsive. It clearly reflects the importance of understanding
cultural sensitivity in advertising.

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INTERNATIONAL ADVERTISING AS
A SOCIAL FORCE
When we consider it from the advertiser's point of view,
according to them the primary objective of advertisement is that
the product or services, which they are offering, should be sold
in the market. And in achieving the main objective of selling the
product or services there are other profound consequences.
Advertising puts an influence, which is both persuasive and
pervasive in nature. Through the selective reinforcement of
certain language and values, and social goal, it acts as important
force attitudes that underlie behavior not only in the market
place, but also in all aspects of life. In an international
marketing concern, Advertising has an important social
influence in a number of ways: many of the international
advertising are designed to promote and introduce new products
from one market to another. Often this results in sudden change
in life-styles, behavior patterns of a society, stimulating for
example the adoption of fast food, casual attire or hygiene and
beauty products. International advertising encourages desire for
products from other countries; it creates expectations about "the
good life", and establishes new areas of consumption.
Advertising is thus a potent force for change, while selectively
reinforcing life-styles, certain values and role models.
We can see the examples of brands like Levi's, adidas, Reebok,
Nike, Marlboro and McDonalds, which are familiar in almost
every corner of the world. These brands have become an object
of desire by the teen and young adults throughout the world.
Even the scenes and images, which have been shown in the
international advertising, are either in western in origin or reflect
western consumption behavior and values. Even where it had
been adapted to local scenarios and role models these shown
often come from sectors of society, such as the upwardly mobile
urban middle class, which embrace or are receptive to Western
values and mores.
As a consequence, a criticism frequently leveled at international
advertising is that it promulgates Western values and morals;

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especially from the US. This is generally regarded as negative in
societies with strong religious and moral values, which is run as
a counter to those of the west. For example the Islamic societies
in the Middle East. When Western advertising shows sexually
explicit situations or shows women in situations, which is
considered as inappropriate or immoral, it is likely to be
considered a subversive force undermining established cultural
mores and values. Similarly in some countries such as France,
there is a strong opposition to the imposition of US culture,
values and use of English in advertising. Promotion of tobacco
products by US and UK companies in countries where there is
no legislation regulating or banning cigarette advertising has
also been criticized.
At the same time, international advertising also acts as an
integrating force across national boundaries. It makes the
message known using universal symbols and slogans, and
establishes a common mode of communication among target
audiences in different parts of the world. At the same time,
multicultural values, which are reinforced by advertisers, who
adopt images incorporating peoples of different nations and
diverse cultural backgrounds as, for example, the Colors of
Benetton, campaign or the British Airways "Peoples of the
World" campaign. Consequently, while, on the one hand,
international advertising can be viewed as a colonizing force
propagating Western values and moral throughout the world, it
is also an important force that integrates societies and
establishes common bonds, universal symbols and models of
communication among peoples in different parts of the world.
International advertising
It entails dissemination of a commercial message to target
audiences in more than one country. Target audiences differ
from country to country in terms of how they perceive or
interpret symbols or stimuli; respond to humor or emotional
appeals, as well as in levels of literacy and languages spoken.
How the advertising function is organized also varies.
International advertising can, therefore, be viewed as a

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communication process that takes place in multiple cultures that
differ in terms of values, communication styles, and
consumption patterns. International advertising is also a
business activity involving advertisers and the advertising
agencies that create ads and buy media in different countries.
The sum total of these activities constitutes a worldwide
industry that is growing in importance. International advertising
is also a major force that both reflects social values, and
propagates certain values worldwide.
International Advertising as a Business
Practice
International advertising can also be viewed as a business
activity through which a firm attempts to inform target
audiences in multiple countries about itself and its product or
service offerings. In some cases the advertising message relates
to the firm and its activities, i.e. its corporate image. In other
cases, the message relates to a specific product or service
marketed by the firm. In either case, the firm will use the
services of an advertising agency to determine the appropriate
message, advertising copy and make the media placement.

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CONCLUSION
Thus we see advertising has multiple layers to it. A lot more
than what actually meets the consumer's eye goes into creating a
successful advertisement or an advertisement campaign. In
today's era of consumerism the need for advertisements to break
the clutter and stand out becomes absolutely imperative.
Advertising has multiple media at its disposal with each having
its respective strengths and limitations. For instance radio still
has a reach to rural India like no other medium can. Also it
overcomes the barrier of illiteracy in a developing country like
India. On the other hand mailers pop ups are an excellent way to
remain visible to the urban techno- savvy Internet using
consumers. Depending on the target audience the medium best
suited should be exploited to the hilt.
Digital media advertising (internet, mobile and digital signage)
is expected to emerge as the medium of choice for advertisers.
Of the available media, it was the fastest growing segment in
2008. Its better return on investment and the comparative ease
with which its efficacy can be measured will ensure that the
trend continues, say analysts. Rising interest in social
networking in 2008 has made brands think seriously about
online advertising. According to a Ficci-PwC report, it is
expected to touch Rs 1,100 crore in 2011 from the current Rs
300 crore.
In terms of marketing it is a very potent tool to create awareness
and lure the consumer to buy the product. But one must not
underestimate the discerning capacity of the buyers.
Advertisements must achieve the difficult task of creating the
world of possibility at the same time living up to what they
promise to the consumer. Else, it may backfire. The common
traps in marketing are promising something and then not
delivering it. Therefore, along with your marketing strategy, it's
also important to service other not so obvious touch- points so
as to provide a consistent 360-degree brand experience to your
consumers.
International advertising is a creative and cultural challenge.
Before conveying any message one must have a fair idea about

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the sensitivities that are specific to every culture. For instance,
different cultures have different flavors of humor. An Indian
advertisement cannot humor the elders, as it would offend the
cultural beliefs that the country represents. A good positive
example of this would be “ ” which captures the spirit how
money has different cultural connotations to it in India.
Clients increasingly working in global matrix structures expect
their service providers to mirror those structures. With the
market maturing, international expertise has become imperative
at the local level. Globalization, too, has opened up
opportunities for Indian professionals.
The campaign themes are usually developed with the intention
of being used for a substantial period but many of them are short
lived due to factors such as being ineffective or market
conditions and/or competition in the marketplace and marketing
mix. The Vodafone campaign is yet another classic example of
the same.
Getting celebrities who have attained iconic status is a popular
way to endorse a brand. But what makes it break the clutter is
the fact how one creatively leverages the presence of a celebrity.
This is exactly where Amir Khan with his Coca Cola campaign
achieved wonders. His each character catered to different
cultural ethnicities that India comprises of.
Celebrities are seen to covertly endorse brands as well. For
example, one observes product placement for Omega Watches,
Ford, VAIO, BMW and Aston Martin cars are featured in recent
James Bond films, most notably Casino Royale.
It is seen that after United States, China is the next largest
market in terms of advertisement. But India too is not far behind
as some its advertisements have got noticed in the international
community.
Advertisement is therefore, has elements of both an art as well
as science. The art comes in the creativity and visualization.
While the other bit is taken care of in terms of consumer
behavior comprehension in marketing.
Reference: www.ukessays.com