Advertising Planning: An International Perspective

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Advertising Planning An International
Perspective
Marketing 3344
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Taking on a Huge International Advertising and
IBP Challenge
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International Advertising

• Advertising that crosses national and cultural
  boundaries
• Important issue Cultures not nations define the
  nature of advertising messages

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Overcoming Cultural Barriers

• Barriers to successful international advertising
• Ethnocentrism
• Tendency to view and value things through ones
  own cultural perspective
• Self-Reference Criterion (SRC)
• Unconscious reference to own cultural values,
  experiences, and knowledge to make decisions

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Cross-Cultural Audience Research

• Economic conditions (LDC, NIH, HIC)
• Demographic characteristics
• Values
• Custom and ritual
• Product use and preferences

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Challenges in Executing Advertising Worldwide

• The Creative Challenge
• The Media Challenge
• The Regulatory Challenge

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Creative Challenge

• Written and spoken language
• Translation difficulties
• Culture-bound picturing
• Assumptions and inferences
• Identifying cross-cultural icons and symbols

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Ad in Context Example
Why could this ad be used on a world-wide basis?
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The Media Challenge

• Availability and Coverage
• Too few options
• Too many options
• Global television now possible though
• Costs and Pricing
• Complex due to many options
• No set pricing in some markets
• Global coverage is expensive

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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?

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Regulatory Challenges

• Can you use
• Ads directed to children?
• Foreign languages in ads?
• National symbols in ads?
• Advertising may be taxed

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International Agency Options

• Global Agency
• Greater integration
• Economies of scale

• Local agency
• Highly localized
• Execution risks

• International affiliates
• Local market expertise
• Cultural adaptation

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Ad Campaigns Global versus Local
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Ad in Context Example
Why can Jack Daniels use a global ad campaign
when other advertisers often cannot?
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Trends Promoting Global Advertising

• Global communications
• Global youth
• Universal demographics and lifestyle trends
• Americanization of consumption values

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Arguments Against Using Global Campaigns

• Audiences in different cultures place value on
  different brand attributes
• Global campaigns can defy local customs or ignore
  local competition
• Local managers will not support a global campaign
  and message