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Chapter 16

Chapter 16. The Global Advertising and Promotion Effort. The Global Advertising & Promotion. I. Planning Promotional Expenditures 1) Determine the target audience 2) Develop specific campaign objectives 3) Setting the budget 4) Choosing media strategy a) Media availability

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Chapter 16

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  1. Chapter 16 The Global Advertising and Promotion Effort

  2. The Global Advertising & Promotion I. Planning Promotional Expenditures 1) Determine the target audience 2) Develop specific campaign objectives 3) Setting the budget 4) Choosing media strategy a) Media availability b) Product restrictions 5) Determine the message 6) Determine campaign strategy 7) Measure advertising effectiveness

  3. Setting the Advertising Budget Major Methods: 1) “All You Can Afford” Technique 2) Percentage of Sales 3) Matching Competitors 4) Objective and Task

  4. Media Selection • Newspapers • Magazines • Radio & Television • Satellite and Cable Television • Direct Mail • Other Media

  5. Household Penetration of Cable, Satellite, and Internet Top 10 Media Markets 1997 SOURCE: Abstracted from: “Top Global Advertising Market” Ad Age International, May 1997. p. 17.

  6. Misfires in Advertising • Phonetic Problems with Brand Names- Bardok (Sounds like Brothel in Russian)- Coca Cola (Sounds like bite the Wax Tadpole)- Misair (Sounds like Misery in French) • Translations • Intent Translation • - Stepping Stone - Stumbling Block • - Car Wash - Car Enema • - Highly Rated - Over Rated • Symbols • - Owl - Bad Luck in India • Other Countries make mistakes too • - Zit (Chocolate from Germany) • - Koff (Beer)

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