Ch 16 Creative Challenges of Global Advertising

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(No Transcript)
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Integrated Marketing Communications and
International Advertising
Chapter
16
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Integrated Marketing Communications (IMC)
Advertising
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Sales Promotion
Trade Shows
Personal Selling
Direct Selling
Public Relations
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International Advertising

• Perform marketing research
• Specify the goals of the communication
• Develop the most effective message(s) for the
  market segments selected
• Select effective media
• Compose and secure a budget
• Execute the campaign
• Evaluate the campaign relative to the goals
  specified

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Advertising Strategy and Goals
Product Attribute and Benefit Segmentation
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Regional Segmentation
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Creative Challenges of Global Advertising

• An information source An international
  marketing executive with a product
  message to communicate.
• Encoding The message from the source converted
  into effective symbolism for
  transmission to a receiver.
• A message channel The sales force and/or
  advertising media that convey he
  encoded message to the intended receiver.
• Decoding The interpretation by the receiver of
  the symbolism transmitted from the
  information source.
• Receiver Consumer action by those who receive
  the message and are the target for
  the thought transmitted.
• Feedback Information about the effectiveness of
  the message that flows from the
  receiver (the intended target) back to the
  information source for evaluation of
  the effectiveness of the process.
• Noise Uncontrollable and unpredictable
  influences such as competitive activities
  and confusion that detract from the process and
  affect any or all of the other six steps.

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Creative Challenges of Global Advertising
Legal Constraints
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Linguistic Limitations
Cultural Diversity
Media Limitations
Production and Cost Limitations
Irwin/McGraw-Hill
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Media Planning Analysis
? Tactical Considerations ? Availability ?
Cost ? Coverage ? Lack of Market Data
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Irwin/McGraw-Hill
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Media Selection
? Newspapers ? Magazines ? Radio
Television ? Satellite and Cable Television ?
Direct Mail ? Internet ? Other Media
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Household Penetration of Cable, Satellite, and
Internet Top 10 Media Markets 1997
Country Cable Satellite Internet
United States 66.9 4.1
21.3 Japan 22.9 22.9
9.9 Germany 59.9 20.7 11.6 U.K.
7.0 15.0 5.0 France
7.0 8.0 1.7 Brazil 4.3
5.2 0.003 South Korea 14.0
N/A 1.8 China 25.8 25.8
N/A Italy N/A 3.4
1.9 Mexico 7.5 1.5 0.06
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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 Int
ent 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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Irwin/McGraw-Hill