This document discusses several key aspects of international advertising, including: 1) The challenges of language barriers, cultural differences, varying regulations, and infrastructure issues in different media markets. 2) The debate around standardizing vs adapting creative strategies globally and the barriers to standardization. 3) Factors to consider in setting global advertising budgets and choosing an advertising agency, such as percentage of sales, objectives, market coverage, and expertise.

1. International Advertising

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.