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Global Marketing Communications

Global Marketing Communications. Global Attitudes Towards Advertising. When is Globalization Appropriate?. Brands that can be adapted for a visual appeal Brands that are promoted with image campaigns that play to universal appeals

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Global Marketing Communications

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  1. Global Marketing Communications

  2. Global Attitudes Towards Advertising

  3. When is Globalization Appropriate? • Brands that can be adapted for a visual appeal • Brands that are promoted with image campaigns that play to universal appeals • High-tech products and new products coming to the world for the first time • Products with nationalistic flavor • Products that appeal to a market segment with universally similar tastes, interests, needs and values Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998 Slide 20-4

  4. Act Locally Standardizing Advertising: It’s All about degree Think Globally

  5. Standardized Advertising: It’s all about DEGREE The Chameleon • An advertising strategy with different meanings in different cultures, but with positive associations for the target audience in all of them. • When this happens, it can be a truly global campaign.

  6. Saudi Arabia France Marlboro Man

  7. Turkey Singapore Marlboro Man

  8. Germany Sweden Marlboro Man

  9. US (circa 1988): no logo needed Latin America Marlboro Man

  10. Coca Cola Light/Diet Coke • Coca Cola Light campaign "Just for the Taste of It" was used in many different countries, the execution of that strategy was tailored to cultural differences.

  11. Coca Cola Light/Diet Coke France: cooling off France: hugging

  12. Coca Cola Light/Diet Coke France: cooling off Korea: behind the back

  13. Coca Cola Light/Diet Coke Thailand: red & white

  14. Standardizing advertising strategy across countries while the execution is modified to fit in with local cultural mores. Drakkar Noir USA – “Feel the Power”

  15. French Version Spanish Version Saudi Arabia Drakkar Noir

  16. Communicating withWorld Consumers Challenges Legal and Tax Considerations Language Limitations Cultural Diversity Media Limitations Production and Cost Limitations

  17. Creative Challenges of Global Advertising Legal and Tax Considerations • Legal • Comparative Advertising • No - Germany • Indirect - U.K., Spain, Ireland, Portugal • Heavily regulated in Asia • Amount of advertising • Kuwait - 32 minutes per day • Taxation on advertising • Britain, France and Australia • Austria - Huge taxes on print and t.v. • - Cinema advertising 11% of ad revenue • per year

  18. Language Limitations • lPhonetic Problems with Brand Names • Bardok in Russia • Big John In French -speaking Canada - Gros Jos • lTranslations • Intent Translation- Stepping Stone - Stumbling Block- Car Wash - Car Enema- Highly Rated - Over Rated • Symbols- Owl - Bad Luck in India • - Airline Log in Australia - EMU

  19. Cultural Diversity • Function of Advertising: • Interpret or translate the need/want satisfying qualities of product and services in terms of consumer needs, wants, desires, and aspirations. • Emotional appeals, symbols, persuasive approaches etc.must coincide with cultural norms to be effective.

  20. Cultural Diversity • General Mills Cake Mixes • US and UK • Homemaker’s guilt • Japan • Don’t eat cakes • Concerned about failing • Easy as rice • Subcultures

  21. Localization Sweden France

  22. Japan United Kingdom

  23. Latin America Japan

  24. Advertising as a MirrorIndividualism vs. Collectivism Germany: man diving South Africa: cigarette party

  25. Latin America: footprint in the sand Taiwan: Samsonite suitcase ad

  26. Korean: nutritional supplement and the family France: birds of a flock

  27. Brazil: soccer players United Kingdom: shark Pakistan: "Rhythm Wythm" Gender Roles

  28. Media Limitations • Availability • Political position • Literacy rates - selective • Cost • Media costs subject to negotiation • Agent discounts split with client • Coverage • National vs. regional • Fragmented

  29. Media Selection  Newspapers  Magazines  Radio & Television  Satellite and Cable Television  Direct Mail  Other Media

  30. 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.

  31. Media Planning & Analysis  Tactical Considerations  Availability  Cost  Coverage  Lack of Market Data

  32. Other Forms of Communication • Sales Promotions • Event Sponsorships • Trade Shows • Direct Marketing • Public Relations

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