The Global Advertising

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Chapter 16
The Global Advertising and Promotion Effort
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The Global Advertising Promotion

• I. Planning Promotional Expenditures
• 1) Determine the target audience
• 2) Develop specific campaign objectives
• 3) Setting the budget
• 4) Choosing media strategy
• a) Media availability
• b) Product restrictions
• 5) Determine the message
• 6) Determine campaign strategy
• 7) Measure advertising effectiveness

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Setting the Advertising Budget

• Major Methods
• 1) All You Can Afford Technique
• 2) Percentage of Sales
• 3) Matching Competitors
• 4) Objective and Task

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Media Selection

• Newspapers
• Magazines
• Radio Television
• Satellite and Cable Television
• Direct Mail
• Other Media

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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.
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Misfires in Advertising

• Phonetic Problems with Brand Names- Bardok
  (Sounds like Brothel in Russian)- Coca Cola
  (Sounds like bite the Wax Tadpole)- Misair
  (Sounds like Misery in French)
• Translations
• Intent Translation
• - Stepping Stone - Stumbling Block
• - Car Wash - Car Enema
• - Highly Rated - Over Rated
• Symbols
• - Owl - Bad Luck in India
• Other Countries make mistakes too
• - Zit (Chocolate from Germany)
• - Koff (Beer)

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