International advertising promotes goods, services, companies and ideas across national borders. It is part of an overall promotional strategy that also includes publicity, public relations, personal selling, and sales promotion. The goal of advertising is to change or reinforce attitudes in a way that predicts future behavior. Coca-Cola is one of the most recognized global brands due to its consistent branding and messaging worldwide that symbolizes refreshment and happiness. While global marketing uses the same products, services, budgets, research and advertising worldwide, international marketing tailors these elements to local markets. Cultural, social, political, economic and regulatory differences between countries can create barriers to international trade and advertising.
2. 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
• MEANING
3. Coca-Cola is one of the most influential brands in the world! His personal journey highlights
a unique advertising strategy. The Coca-Cola brand has become an ultimate symbol of
globalization in the 20th century. Concerning his image, his strategy is simple. In every
country of the world, we find the same colors, the same graphics, the same packaging.
In order to remain on the world market, the brand adopts a
strong communication positioning. Coca-Cola's slogans have evolved a lot. From 1922 until
the beginning of World War II, Coca-Cola's goal was to play on the "refreshing" side of the
drink, to make people want to consume. Thus, from 1922 to 1938, the slogans were
centered on this sentiment. During the Second World War, Coca-Cola adopted a family-
oriented discourse. The goal is to meet with a family around a Coca-Cola.
After the Second World War, Coca-Cola returns to the simple values of its product:
refreshment.
In 1979, the first notion of happiness is evoked in their slogan and then in 2009, the brand
will unveil its most popular slogan "Open Happiness". The drink becomes the reference soda
that gives the smile between friends and family
•Global Advertising strategy
4. Product or Service Offering:-
In global marketing, a company offers the same products and services across the board, in multiple
countries. Think about banks, insurance companies and large retail chains like Wal-Mart.
Marketing Budget:-
The budget of a global marketing team is managed directly from the corporate headquarters. For
example, Nike sets a global marketing budget, which then trickles down to local offices.
Social media:-
By reviewing their social media pages, you can quickly see which companies favor global marketing over
international marketing – and vice versa. For example, you will notice that McDonald adopts an international
marketing strategy, with Facebook pages as diverse as McDonald’s Malaysia, McDonald’s Brazil,
McDonald’s Italia and McDonald’s Polska (Poland).
Advertising:-
In global marketing, commercials are run all over the world, whereas international marketing favors ad
airing in the local market exclusively – or in similar markets, At most.
Market Research and R&D:-
Market research and R&D are as deep and broad in global marketing as they are in international
marketing.
Sometimes, though, global marketing can produce big flops when market research has not properly
conducted or local customs thoroughly studied.
• Common characteristics and cultural
differences
5. Cultural and social barriers:
Culture and social forces can restrict international trade. However, one country’s culture
consists of its general concept and values and tangible items such as food, clothing, and
building, etc. The country’s social forces include family, education and religion and custom.
Selling products from one country to another is sometimes difficult if the culture of these two
countries differs significantly.
Political barriers:
The political climate of the country plays a major impact on international trade. The political violence of the
country may change the attitudes towards the other country at any time. And its impact can create an
unfavorable atmosphere for international business from one country to another.
Tariffs and restrictions :
Tariffs and trade restrictions are also barriers to international trade from one country to
another. They are discussed below:
• Tariffs: a duty or tax levied on goods brought into a country. Tariffs can be used to
discourage foreign competitors from entering a digestive market.
• Quotas: a limit on the amount of a product that can leave or enter a country.
• Embargoes: a total ban on certain imports or exports. The embargo may hamper exporting
countries to do business in importing countries.
Monetary barriers:
There are three such barriers to consider exporting countries. These may play as monetary
barriers.
• Blocked currency
• Differential exchange rate
• Government approval for securing foreign exchange
• BARRIERS OF INTERNATIONAL ADVERTISING
