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Advertising Planning: An International Perspective

Chapter 9. Advertising Planning: An International Perspective. International Advertising. Advertising that crosses national and cultural boundaries Important issue: Cultures not nations define advertising messages. Ch 9: International 2. International Advertising.

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Advertising Planning: An International Perspective

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  1. Chapter 9 Advertising Planning: An International Perspective

  2. International Advertising • Advertising that crosses national and cultural boundaries • Important issue: Cultures not nations define advertising messages Ch 9: International 2

  3. International Advertising Ch 9: International 3

  4. Overcoming Cultural Barriers Barriers to successful international advertising • Ethnocentrism • Tendency to view and value things through one’s own culture • Self-Reference Criterion (SRC) • Unconscious reference to own cultural values, experiences, and knowledge to make decisions Ch 9: International 4

  5. Cross-Cultural Audience Research • Economic conditions (LDC, NIH, HIC) • Demographic characteristics • Values • Custom and ritual • Product use and preferences Ch 9: International 5

  6. Executing Advertising Worldwide • The Creative Challenge • The Media Challenge • The Regulatory Challenge Ch 9: International 6

  7. Creative Challenge • Written and spoken language • Translation difficulties • Culture-bound picturing • Assumptions and inferences • Identifying cross-cultural icons Ch 9: International 7

  8. Media Challenges • Availability and coverage • Not all media are pervasive • Some ads are not acceptable • Local knowledge is important for print • Costs and Pricing • Rates must be negotiated • Global coverage is expensive • Bidding can escalate prices further Ch 9: International 8

  9. Regulatory Challenges What are the . . . • Products that can be advertised? • Appeals that can be used? • Times that products may be promoted? • Rules regarding foreign language use? • Restrictions on using national symbols? • Taxes levied against advertising? Ch 9: International 9

  10. Regulatory Challenges • Can you use: • Ads directed to children? • Foreign languages in ads? • National symbols in ads? • Advertising may be taxed Ch 9: International 10

  11. International Agency Options Global Agency • Greater integration • Economies of scale Local agency • Highly localized • Execution risks International affiliates • Local market expertise • Cultural adaptation Ch 9: International 11

  12. Global Campaigns Local Campaigns Message Message 1 Message 2 Message 3 Market A Market B Market C Ad Campaigns: Global versus local Ch 9: International 12

  13. Why can Jack Daniels’s use a global ad campaign when other advertisers often cannot?

  14. Trends Promoting Global Advertising • Global communications • The global teenager • Universal demographics and lifestyle trends • Americanization of consumption values Ch 9: International 14

  15. McDonalds uses an “international” rather than “global” advertising strategy as evidenced by this ad. What’s the difference between the the two?

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