Lecture Global marketing management (7th edition): Chapter 13 - Masaaki Kotabe, Kristiaan Helsen

Chapter global communication strategies. After studying this chapter you will be able to understand: After studying this chapter you will be able to understand: How global marketing management differs from international marketing management, the need for planning to achieve company goals, the important factors for each alternative marketentry strategy, the increasing importance of international strategic alliances.

MARKETING

MANAGEMENT

Seventh Edition MASAAKI KOTABKE | KRISTIAAN HELSEN

Global Communication

Strategies

Chapter 13 PowerPoint

Chapter Overview

1 Global Advertising and Culture

2 Setting the Global Advertising Budget

3 Creative Strategy

4 Global Media Decisions

5 Advertising Regulations

6 Choosing an Advertising Agency

7 Other Communication Platforms

8 Globally Integrated Marketing Communications

(GIMC)

• There are many cultural challenges that advertisers face in global marketing.

• 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.

1 Global Advertising and Culture

Exhibit 13-1: Five Different Ways

of Saying Tires in Spanish

1 Global Advertising and Culture

• Other Cultural Barriers

2 Setting the Global Advertising Budget

• Spending Questions for global marketers:

– How much should we spend?

– What budgeting rule shall we use?

– How shall we allocate our resources across different markets?

Exhibit 13-2: Average ad Spending per

Capita (2014)

Exhibit 13-3: Examples of Universal Appeals

Exhibit 13-4: Global Advertising Shares by

Category (%)

Exhibit 13-5: China’s 1995 Advertising Law

– “Not invented here” (NIH) syndrome

• Approaches to Creating Advertising Copy

– “Laissez-Faire”

– Export Advertising

– Prototype standardization

– Concept Cooperation

4 Global Media Decisions

In some countries, media decisions are much more critical than the creative aspects of the communication

– Rise of global and regional media

– Growth of nontraditional interactive media

Exhibit 13-6: Advertising Agency Selection

Criteria

4 Global Media Decisions

Exhibit 13-7: Which Techniques Are Allowed

in Europe

5 Advertising Regulations

• Major advertising regulations:

– Advertising of “Vice Products” & Pharmaceuticals

– Comparative Advertising

– Foreign-made ads

– Content of Advertising Messages

– Advertising Targeting Children

5 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

Exhibit 13-8: 2015 Projected Global Sponsorship by Region (Billions of Dollars)

6 Choosing an Advertising Agency

• Options for choosing an ad agency:

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

Exhibit 13-9: Guidelines for Event Sponsors

to Cope with Ambush Marketing

6 Choosing an Advertising Agency

• When screening ad agencies, consider:

– Scope and quality of support services

– Desirable image (“global” versus “local”)

– Size of the agency

– Conflicting accounts

7 Other Communication Platforms

• Sales Promotions

Sales promotion refers to a collection of short-term

incentive tools that lead to quicker and/or larger sales of

a particular product by consumers or the trade

– Rationales explaining the local character of

7 Other Communication Platforms

7 Other Communication Platforms

• Bring plenty of literature

• Bring someone who knows the language or have a translator.

• Send out, ahead of time, direct-mail pieces to potential attendees.

• Find out the best possible space, for instance, in terms

of traffic.

• Plan the best way to display your products and to tell

7 Other Communication Platforms

effectiveness in different countries since attendees might behave differently.

8 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

– GIMC is a system of active promotional management that strategically coordinates global communications

in all of its component parts

– Both horizontal (country-level) and vertical (promotion tools) approaches are used in GIMC