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Chapter Sixteen Global Advertising

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  1. 3-1 Chapter Sixteen Global Advertising MKT 568 Global Marketing Management Dr. Fred Miller

  2. Sample Essay Question • RapidRelief is a US producer of fast acting pain relief products. The firm wishes to build upon its success in North American markets by expanding to Europe, Asia and South America. • Identify and describe the three general international marketing strategies. (6 points) • For each element of the marketing mix (product, price, promotion and distribution), identify and describe one benefit of a global strategy and one constraint to implementing such a strategy. (12 points) • Which of the three general marketing strategies do you recommend to Rapid Relief? Explain why. (2 points)

  3. Global Advertising • Strategic Options • global (with or without localization), multidomestic • International Advertising Characteristics • volume, local media distribution (WWW), global media, Web advertising, strategic concerns • Components of Global Advertising • message: identical, prototypes, standardized patterns • Components: media, strategy, organization, message/creative • Adeater (WWW) – a collection of worldwide television ads

  4. 2005$271 billion$903 per capita 15-2 Advertising Intensity in Selected Nations 1999

  5. Media Spending in the Triad, 2000 Total $22B Per Capita $238 Germany Total $33B Per Capita $263 Japan USA Total $134B Per Capita $438

  6. Examples of Transit Advertising

  7. Examples of Transit Advertising

  8. Examples of Transit Advertising

  9. Managing Global Advertising • When Global Advertising is Appropriate • costs, global markets, global products • similarity in image, symbols, features and usage • Decisions • objectives: brand image to consumer action • budgeting: % of sales, competitive parity, objective and task • Global Advertising Agencies • globalization of agencies (WWW) • local knowledge, global/regional campaigns, creative work, media • value of local agencies

  10. Competitive Parity Analysis

  11. Advertiser/Agency Relationships (WWW)

  12. Scope of Advertising Agencies’ Participation in Multicountry Campaigns Exhibit 15.7 Exhibit 15.6 Source: Adapted from Hill and Shao, 1994, p.39..

  13. TV Ad Globalization PotentialExercise • Identify and explain the three criteria for evaluating the "Globalization Potential" of television advertising. • Of the ads we reviewed, identify the ad with the MOST potential for globalization. Explain • Of the ads we reviewed, identify the ad with the LEAST potential for globalization. Explain

  14. KFC in Japan Video This video has content relevant for several topics in the course. Describe the challenges KFC has confronted in TWO of the following areas. Has the firm responded to these challenges effectively? Explain. • Japanese management styles and practices • Corporate strategies for international markets • multidomestic, global, global with localization • Product and branding strategies • Market entry strategies • Promotion strategies • Distribution and locational strategies

  15. 3-1 Chapter Sixteen Global Advertising MKT 568 Global Marketing Management Dr. Fred Miller