Global Marketing Communications Decisions I: Advertising and Public Relations

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Global Marketing Communications Decisions I
Advertising and Public Relations

• Chapter 13
• Global Marketing

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Global Advertising

• Advertising is any _______, paid message that is
  communicated in a non-personal way
• Single country
• Regional
• Global
• ______ advertising is the use of the same
  advertising appeals, messages, art, copy,
  photographs, stories, and video segments in
  _________ country markets

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Global and Local Advertising

• Some global companies still localize advertising
  campaigns
• Pepsiman in Japan from Pepsico
• http//secretspain.org/pepsiman.html
• http//www.sirpepsi.com/pman1.htm

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Global Advertising

• Global company that has the ability to
  successfully _______ a domestic campaign into a
  worldwide one, or to create a new global campaign
  from the ground up, possesses a _______
  advantage.
• Forces company to determine if there is a global
  market for its product
• Global advertising offers economies of scale in
  advertising

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Global Advertising

• Advertising is often designed to add ___________
  value to a product or brand, so it plays a more
  important communications role in marketing
  ________ products than in marketing ________
  products.
• Frequently purchased, low cost products generally
  require _____ advertising support to remind
  consumers about the product.
• How often do you see an ad or commercial for
  Lockheed Martin or Microsoft?

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Extension Vs. Adaptation

• Must the specific advertising message and media
  strategy be ______ from region to region or
  country to country?

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Extension or Adaptation?

• How decide?
• Must look at ________.
• Global campaign will allow cost savings,
  increased control, leverage of global brand
• Local campaign allows focus on the most important
  attributes of a product or brand in each nation
  or culture.
• When use what ______ on product itself and
  company objectives in a market

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Pattern Advertising

• Recent trend to pattern advertising increased
  use of localized advertising on a pan-regional or
  global basis.
• Middle ground between 100 ____________ and 100
  __________.
• Develops a basic communication platform or
  concept for which _____, artwork, or other
  elements can be adapted as required by individual
  country markets.

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Pattern Advertising (cont.)
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Extension or Adaptation?

• McDonalds takes a GLOBAL approach that invites
  consumers to associate the restaurant with family
  members interacting but __________ by using local
  actors and musicians.
• Localized are ______ critical for industrial
  products or for technology-oriented products sold
  B2C or B2B.
• Fisher Controls International takes an extension
  approach. (See next slide)

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Examples

• Pioneer Hi-Bred International (Next slide)
• Message is same in different parts of the world
  but company takes a stronger ________ approach.
• Some messages lend themselves to straight
  translation others need to be adapted to the
  people, marketplace, style of the country or
  region

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Pioneer Hi-Bred Ads
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Pioneer Hi-Bred Ad

• Layout ______
• Visual elements are _______
• Copy is ______
• Logo and slogan, Technology that yields, are
  the _______

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Creating Global Advertising

• Advertising appeal-relates to the motives of the
  target audience
• ______ approach Speaks to consumers intellect.
• _______ approach Evokes a feeling, ie, funny,
  that directs the consumer to purchase
• Selling proposition Promise or claim (Why
  should the consumer buy this product?)
• Creative execution
• Art Pictures, layout, etc.
• Copy Spoken or written elements in advertisement

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Global Choices

• Prepare new copy for foreign markets in host
  countrys language
• Translate the original copy into target language
• Leave some or all copy elements in home country
  language

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Cultural, Country, Company Considerations

• Use Hofstede culture dimensions to modify your
  ads
• Consider media availability and appropriateness
• Internet _______ for Internet advertising?
• Print ads for countries with ____ literacy rate?
• Country rules and regulations on advertising,
  i.e. limits on commercial length, how children
  are used, etc.
• Consider company preferences
• Benetton prefers print and outdoor media

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Examples of Country Regulations in Saudi Arabia

• Use of comparative advertising claims is
  prohibited
• Non-censored films cannot be advertised
• Women may only appear in those commercials that
  relate to family affairs, and their appearance
  must be in a decent manner that ensures feminine
  dignity
• Women must wear a long suitable dress which fully
  covers her body except face and palms. Sweats
  suits or similar are not allowed.

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PR and Corporate Advertising

• Image advertising enhances the publics
  perception of a company, creates goodwill, or
  announces a major change
• Example Boeing ads on p. 442
• Advocacy (issue) advertising a company presents
  its point of view on a particular issue
• Benetton

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Negative Publicity Examples

• Ford and Bridgestone/Firestone
• Coca-Cola sickness in Belgium and France
• Nike - sweatshops
• McDonalds mad cow, beef-tainted fries

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Study Guide for Ch. 13

• Know the following sections
• Global Advertising p. 434- 441
• Creating Global Advertising p. 445-454
• Global Media Decisions p. 454-457
• Public Relations and Publicity p. 457-461
• Understand difference between image advertising
  and advocacy advertising
• Skip the following sections
• Advertising Agencies Organization and Brands p.
  442-445
• Public Relations and Publicity p. 461 to end of
  chapter
• As usual.slides, case studies discussed in class