The purpose of this chapter is to examine advertising practices in various countries. The variations in advertising practices are discussed, as well as particular problems associated with the use of advertising media abroad. Finally, the chapter closely analyzes the most controversial subject in international advertising – standardized advertising. Some practical guidelines are offered that may be useful in resolving the controversy.
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Promotion Strategies: Advertising
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Chapter Outline
The Role of Advertising
Patterns of Advertising Expenditures
Advertising and Regulations
Advertising Media
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Chapter Outline
Standardized International Advertising
- Three Schools of Thought
- Feasibility and Desirability
- Research and Empirical Evidence
- A Decision-Making Framework
Global Advertising: True Geocentricity
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Advertising Media
Television
Radio
Newspaper
Magazines
Direct Mail
Outdoor
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Advertising Media
Internet
Screen (Cinema)
Directories
Rural Media
Stadium
Other Media
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International Advertising Strategies
- an ad with a domestic (national) origin is
repeated internationally
- few or no adaptation
- an ad created for overseas markets
- an ad designed for the world
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DECISION-MAKING FRAMEWORK:
STANDARDIZATION VS LOCALIZATION
- a country has identifiable, unique
demographic characteristics
- The country is accessible through available selective advertising media with minimum promotion waste
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DECISION-MAKING FRAMEWORK:
STANDARDIZATION VS LOCALIZATION
- The country and its people provide a favorable but unique response
- The country's population is big enough
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Global Ad
Visual
Universal appeal
Local relevance
Adaptation ready
Combining both standardization and localization (both homogeneity and heterogeneity)
Simultaneously global and local