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.
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McGraw-Hill Education
Chapter 19 International Advertising
and Promotion
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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
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Trang 3Environment
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
Trang 4Environment
Demographic Environment
• Size of population
• Number of households
• Household size
• Age distribution
• Occupation distribution
• Education levels
• Employment rate
• Income levels
International Marketing And Promotional Decisions
Trang 5Cultural Environment
• Lifestyles
International Marketing
And Promotional Decisions
Trang 6Environment
Political/legal Environment
• Government policies
• Laws and regulations
• Political stability
• Nationalism
• Attitudes toward multinational companies
International Marketing
And Promotional Decisions
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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
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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
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Trang 9Advertising Organization
Style
Creative Strategy
& Execution
Agency Selection
Advertising Research
Coordination of
Other
IMC Tools
Media Strategy
and Selection
Decision Areas
Trang 10Advertising
Budgeting
Research
Agency Selection
Creative Strategy
Media
Strategy
Campaign
Development
Central Authority
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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
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Trang 12Advertising
Budgets Media
Campaigns Creative Research
Budgets Media
Campaigns Creative Research
Budgets Media
Campaigns Creative Research
Region One
Region Two
Region Three
Central
Authority
Trang 13Operations
Policy
Guidelines
International
Manager
Home Office
Approves Creatives
Sets Objectives Approves Budgets
Approves Media
Local Managers
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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
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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
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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
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Trang 17Market Maturity
Trade Structure
Economic Development
Consumer Perceptions
Regulations
Major Creation
Considerations
Trang 18Marketing
Deal with specific issues and problems the company may face in foreign markets
Serve as part of the IMC program and help market the product or service
Present the company as a
good corporate citizen
Deal with local governments, media, trade
associations, and the general public
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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
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