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Chapter 19 - International advertising and promotion. The main goals of this chapter are: To examine the importance of international marketing and the role of international advertising and promotion, to review the various factors in the international environment and how they influence advertising and promotion decisions, to consider the pros and cons of global versus localized marketing and advertising.
Chapter 19 International Advertising and Promotion Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Role of International Advertising and Promotion Reasons for having different strategies for foreign markets Unfamiliar marketing environment Difference in values, customs, consumption patterns, and habits of consumers Language issues Lack of availability of media options Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education International Economic Environment Economic Environment • • • • • • • Stage of economic development Economic infrastructure Standard of living Per capita income Distribution of wealth Currency stability Exchange rates International Marketing And Promotional Decisions International Demographic Environment International Marketing And Promotional Decisions Demographic Environment • • • • • • • • Size of population Number of households Household size Age distribution Occupation distribution Education levels Employment rate Income levels International Cultural Environment Cultural Environment • • • • • • Language Lifestyles Values Norms and customs Ethics and moral standards Taboos International Marketing And Promotional Decisions International Political/Legal Environment International Marketing And Promotional Decisions Political/legal Environment • • • • • Government policies Laws and regulations Political stability Nationalism Attitudes toward multinational companies Global Marketing and Advertising Global marketing: Using a common marketing plan for all countries Global advertising: Way to implement global marketing strategy by using the same basic advertising approach in all markets Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Global Products, Local Messages Methods Pattern advertising: Ads follow a basic approach, but themes, copy, and visual elements are adapted to differences in local markets Producing a variety of ads and messages and letting the regional managers choose the best suited Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Decision Areas in International Advertising Organization Style Coordination of Other IMC Tools Agency Selection Decision Areas Media Strategy and Selection Advertising Research Creative Strategy & Execution Centralization of International Advertising Budgeting Media Strategy Agency Selection Central Authority Campaign Development Creative Strategy Research Organizing for International Advertising Centralization at the home office or headquarters Can be done when: Market and media conditions are similar from one country to another Company has only one or a few international agencies handling all of its advertising Company can use standardized advertising Company wants a consistent image worldwide Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 11 Decentralized International Advertising Campaigns Region One Creative Media Research Budgets Campaigns Central Authority Region Two Creative Media Research Budgets Campaigns Region Three Creative Media Research Budgets Combination Structure Home Office Policy Guidelines Operations International Manager Local Managers Sets Objectives Approves Budgets Approves Creatives Approves Media Agency Selection Types of agencies that can handle international advertising Agency with both domestic and overseas offices Agency that belongs to a network of foreign agencies Local agency Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 14 Creative Decisions for Different Approaches Standardized approach Advertisement must transcend cultural differences and communicate effectively in every country Localized advertising: Type of selling idea, ad appeal, and execution style that will work are determined to position the product in a market Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 15 Media Selection Local media Print is the most used medium worldwide Radio, direct mail, billboards, cinema, and transit advertising provide flexibility and opportunity to reach specific market segments International media Has multimarket coverage Primary focus has been magazines and newspapers Direct broadcast by satellite (DBS): Small, lowcost receiving dishes that can receive signals from satellite networks Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 16 International Sales Promotion Economic Development Major Creation Considerations Market Maturity Consumer Perceptions Trade Structure Regulations Public Relations in Global Marketing Deal with local governments, media, trade associations, and the general public Present the company as a good corporate citizen Serve as part of the IMC program and help market the product or service Deal with specific issues and problems the company may face in foreign markets Digital and Social Media Helps marketers to: Promote companies Build brands Engage in ecommerce transactions Used by international marketers to: Drive consumers to their websites Provide more information to consumers Conduct business with them Reach consumers on the go Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 19 ... • Language Lifestyles Values Norms and customs Ethics and moral standards Taboos International Marketing And Promotional Decisions International Political/Legal Environment International Marketing. .. Can be done when: Market and media conditions are similar from one country to another Company has only one or a few international agencies handling all of its advertising Company can use standardized advertising. .. Global Marketing and Advertising Global marketing: Using a common marketing plan for all countries Global advertising: Way to implement global marketing strategy by using the same basic advertising approach in all markets