Chapter 15 Promotion Strategies: Advertising Chapter Outline  The Role of Advertising  Patterns of Advertising Expenditures  Advertising and Regulations  Advertising Media Chapter Outline  Standardized International Advertising - Three Schools of Thought - Feasibility and Desirability - Research and Empirical Evidence - A Decision-Making Framework  Global Advertising: True Geocentricity Advertising Media  Television  Radio  Newspaper  Magazines  Direct Mail  Outdoor Advertising Media  Internet  Screen (Cinema)  Directories  Rural Media  Stadium  Other Media International Advertising Strategies  Standardized Ad - an ad with a domestic (national) origin is repeated internationally - few or no adaptation  Localized Ad - an ad created for overseas markets  Global Ad - an ad designed for the world DECISION-MAKING FRAMEWORK: STANDARDIZATION VS LOCALIZATION  Identification - a country has identifiable, unique demographic characteristics  Accessibility/Selectivity - The country is accessible through available selective advertising media with minimum promotion waste DECISION-MAKING FRAMEWORK: STANDARDIZATION VS LOCALIZATION  Differential Response - The country and its people provide a favorable but unique response  Segment Size - The country's population is big enough Global Ad  Visual  Universal appeal  Local relevance  Adaptation ready  Combining both standardization and localization (both homogeneity and heterogeneity)  Simultaneously global and local ...  Advertising and Regulations  Advertising Media Chapter Outline  Standardized International Advertising - Three Schools of Thought - Feasibility and Desirability - Research and Empirical Evidence... Local relevance  Adaptation ready  Combining both standardization and localization (both homogeneity and heterogeneity)  Simultaneously global and local ... Directories  Rural Media  Stadium  Other Media International Advertising Strategies  Standardized Ad - an ad with a domestic (national) origin is repeated internationally - few or no adaptation 