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INTERNATIONAL MARKETING MANAGEMENT

In the realm of international marketing management, promoting products across diverse cultures presents unique challenges. Language barriers, literacy rates, and differing perceptions influence customer responses to advertising. Media availability and costs further complicate the landscape, while regulatory constraints can hinder in-store promotions and direct marketing efforts. Successful global advertising campaigns often adopt a blend of standardized messages and local adaptations, utilizing umbrella themes to resonate with regional audiences. Understanding these dynamics is essential for creating effective glocal campaigns that balance uniformity with local relevance.

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INTERNATIONAL MARKETING MANAGEMENT

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  1. INTERNATIONAL MARKETING MANAGEMENT SESSION 11: INTERNATIONAL PROMOTION 1

  2. PROMOTION: BARRIERS TO STANDARDIZATION CUSTOMER RESPONSE • Language, Literacy • Perception, Association and Symbolism MEDIA • Media Availability and Reach • Media Cost Effectiveness REGULATION • Message and Budget Restrictions • Regulation of In-Store Promotions, Direct Marketing, Sampling, etc. 2

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  4. GLOBAL ADVERTISING CAMPAIGNS COPY THEME Same Worldwide Local Execution Unique Umbrella Modified/ Adapted Different (BA, Pepsi) (Reebok) (Pattern Standardization: Xerox, Walls/Good Humor) (Prototypes: Drakkar, Now) 4

  5. STANDARDIZED ADVERTISING CAMPAIGNS BENEFITS • Significant Cost Savings • Uniform Image (Synergies) • Use of Good Ideas • International Customers BUT Difficulty of Finding Universal Appeals 5

  6. ADAPTATION OF ADS IN MIDDLE EAST (e.g. of Prototype Campaign) 6

  7. CONCLUSIONS Few cases of “pure” global advertising campaigns • Difficulty of finding universal appeals • Visual as well as verbal cues need translation BUT Growth of regional/global media (facilitates targeting global segments)  Adoption of Glocal Campaigns • Use of core theme with local adaptation • Umbrella campaigns plus local promotion 7

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