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.
