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International advertising and promotions


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International advertising and promotions

  1. 1. 1. Domestic markets for many products and services are stagnant.2. Many companies rely on foreign markets to survive.3. International markets offer growth opportunities for many companies.4. Competition has become global and marketers must be able to compete globally.
  2. 2. 1. Advertising expenditures outside the U.S are growing more rapidly than inside.2. Every country in the world has advertising in one form or another.3. The more wealthy the country, the more monies spent on advertising.
  3. 3. Economic EnvironmentPolitical/Legal International Advertising Demographic Environment And Environment Promotional Decisions Cultural Environment
  4. 4. 1. Stage of economic development2. Economic infrastructure3. Standard of living4. Per capita income5. Distribution of wealth6. Currency stability7. Exchange rates
  5. 5. 1. Size of population2. Number of households3. Age distribution4. Occupation distribution5. Education levels6. Employment rates7. Income levels
  6. 6. 1. Language2. Lifestyle3. Values4. Norms and customs5. Ethics and moral standards6. Taboos
  7. 7. 1. Government policies2. Laws and regulations3. Political stability4. Nationalism5. Attitude toward multinationals
  8. 8. 1. Economies of scale in production and distribution2. Lower costs with less in planning and control3. Lower advertising and production costs4. Ability to exploit good ideas worldwide5. Ability to introduce products quickly, worldwide6. Consistent international brand, company identity7. Simplification of coordination and control
  9. 9. 1. Brands can be adopted for a visual appeal, avoiding the problems of trying to translate words into different languages2. Brands that are promoted with image campaigns that play to universal appeals such as sex or wealth3. High-tech products and new products coming to the world for the first time, not steeped in cultural heritage of the country4. Products with a nationalistic flavor if the country has a reputation in the field5. Products that appeal to a market segment with universally similar tastes, interests, needs, and values
  10. 10. 1. An in--between approach: › Standardizing products. › Localizing advertising messages “Think globally, act locally”2. Adapt messages to respond to differences in language, cultural, and market conditions. › Pattern advertising
  11. 11. 1. Organization2. Agency Selection3. Advertising and market research4. Creative Decisions5. Media Selection6. Coordination of other IMC tools
  12. 12. 1. Staffed with local talent who understand local attitudes, culture, media, and condition.2. Especially effective for launching consumer products in a single, new geographic area.3. Poses some problems if a product is to be launched in multiple, local, foreign markets
  13. 13. 1. Ability of agency to cover relevant markets2. Quality of agency work3. Market research, PR, and other services offered4. Roles of company advertising department and agency5. Level of communication and control desired6. Ability of agency to coordinate internationally7. Size of company’s international business8. Company’s desire for local vs. international image9. Company organizational structure › Centralized vs. decentralized10. Company level of involvement with international operations
  14. 14. 1. Information on demographic characteristics of markets2. Information on cultural differences such as norms, lifestyles and values3. Information on consumers’product usage, brand attitudes, and media preferences4. Information on media usage and audience size5. Copy testing to determine reactions to different types of advertising appeals and executions6. Research on the effectiveness of advertising and promotional programs in foreign markets
  15. 15. Creative decisions involve determining the appropriate advertising message for each market and are similar in process and procedure to those for domestic advertising.1. Creative decisions should be based on advertising and communication objectives2. Copy platforms must be developed that include major selling ideas3. Specific appeals and execution styles must be selected4. Appeals may have to be adapted for local market conditions
  16. 16. 1. Media differ in various countries with respect to factors such as: › availability › cost › usage › quality › restrictions2. Media options include use of local, national or international media
  17. 17. 1. Economic development2. Market maturity3. Consumer perceptions4. Trade structure5. Regulations
  18. 18. 1. Deal with local governments, media, trade associations and the general public2. Present the company as a good corporate citizen3. Serve as part of the IMC program and help market the product or service4. Deal with specific issues and problems the company may face in foreign markets