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Chapter 09

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Piyush Seth
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47 views

Chapter 09

Uploaded by

Piyush Seth
Copyright
© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Chapter 9

Advertising Planning: An
International Perspective

1
© 2009 South-Western, a part of Cengage Learning
PPT 9-1
Taking on a Huge International
Advertising and IBP Challenge

2
PPT 9-2
International Advertising

 Advertising that crosses national


and cultural boundaries

 Important issue: Cultures not


nations define the nature of
advertising messages

3
PPT9-3
Overcoming Cultural
Barriers

Barriers to successful international


advertising:
 Ethnocentrism
– Tendency to view and value things through
one’s own cultural perspective
 Self-Reference Criterion (SRC)
– Unconscious reference to own cultural
values, experiences, and knowledge to
make decisions

4
PPT 9- 4
Cross-Cultural Audience
Research

 Economic conditions (LDC, NIH, HIC)


 Demographic characteristics
 Values
 Custom and ritual
 Product use and preferences

5
PPT 9-5
Challenges in Executing
Advertising Worldwide

 The Creative Challenge

 The Media Challenge

 The Regulatory Challenge

6
PPT 9- 6
Creative Challenge

 Written and spoken language


 Translation difficulties
 Culture-bound “picturing”
 Assumptions and inferences
 Identifying cross-cultural icons
and symbols

7
PPT 9-7
Ad in Context Example

Why
Why could
could this
this ad
ad be
be
used
used on
on aa world-wide
world-wide
basis?
basis?

8
PPT 9-8
The Media Challenge

 Availability and Coverage


– Too few options
– Too many options
– Global television now possible though

 Costs and Pricing


– Complex due to many options
– No set pricing in some markets
– Global coverage is expensive
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PPT9- 9
Regulatory Challenges

What are the . . .


 Products that can be advertised?
 Appeals that can be used?
 Times that products may be promoted?
 Rules regarding foreign language use?
 Restrictions on using national symbols?
 Taxes levied against advertising?

10
PPT 9-10
Regulatory Challenges

 Can you use:


– Ads directed to children?
– Foreign languages in ads?
– National symbols in ads?

 Advertising may be taxed

11
PPT 9-11
International Agency
Options

Global Agency
 Greater integration
 Economies of scale
Local agency
 Highly localized
 Execution risks

International affiliates
 Local market expertise
 Cultural adaptation
12
PPT 9-12
Ad Campaigns: Global
versus Local

Global Campaigns Local Campaigns


Message Message 1 Message 2 Message 3

Market Market Market


A B C

13
PPT 9-13
Ad in Context Example

Why
Why can
can Jack
Jack
Daniels’
Daniels’ use
use aa
global
global ad
ad
campaign
campaign
when
when other
other
advertisers
advertisers
often
often cannot?
cannot?

14
PPT 9-14
Trends Promoting Global
Advertising

 Global communications
 Global youth
 Universal demographics and
lifestyle trends
 Americanization of consumption
values

15
PPT 9-15
Arguments Against Using
Global Campaigns

 Audiences in different cultures place value


on different brand attributes
 Global campaigns can defy local customs
or ignore local competition
 Local managers will not support a global
campaign and message

16
PPT 9-17

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