The International Market Environment for Brand Promotion

1
Chapter 7
7-1

• The International Market Environment for Brand
  Promotion

2
7-2

1. Identify types of audience research that
   contribute to understanding cultural barriers to
   effective communication.
2. Describe challenges that complicate integrated
   marketing communication in international
   settings.
3. Compare the basic types of agencies that can
   assist in brand promotion around the world.
4. Discuss the advantages and disadvantages of
   globalized versus localized promotional campaigns.

3
7-3

• Communicating across Cultures

• All of us wear cultural blinders, so we must
  overcome substantial barriers in trying to
  communicate with people from other countries.
  This is a major problem for international
  marketers as they seek to promote their brands
  around the world.
• International marketers must overcome two biases
  ethnocentrism and self-reference criterion (SFC).
• To overcome these blind spots and avoid errors in
  advertising planning, marketers need to conduct
  cross-cultural audience analysis.
• Such analyses involve evaluation in the target
  countries of
• economic conditionsless-developed countries,
  newly industrialized countries, and highly
  industrialized countries
• demographic characteristicsthe demographic
  dividend
• values individualism vs. collectivism
• customs and ritualsperpetuate a culture to the
  point of being invisible to native participants
• product use and preferencesoften specific to a
  culture, may depend on rituals and customs

4
7-4

• Challenges of International Brand Promotion

• Worldwide marketers face three distinctive
  challenges in executing their campaigns
  creative, media, and regulations.
• The creative challenge derives from differences
  in experience and meaning among cultures. Even
  picturing can be problematicthe images featured
  in an ad may be translated differently from one
  country to the next.
• Media availability, media coverage, and media
  costs vary dramatically around the world. Global
  television networks and direct broadcast by
  satellite (DBS) are helping marketers to overcome
  these media issues.
• The amount and nature of advertising regulations
  vary dramatically from country to country,
  sometimes forcing a complete reformulation of a
  promotional campaign.

5
7-5

• Ad Agencies for International Marketing

• Advertising agencies offer marketers the
  expertise needed to develop and execute brand
  promotion campaigns in international markets.
• Marketers can choose to work with global
  agencies, an international affiliate of the
  agency they use in their home country, or local
  agencies in the targeted market.
• Each of these agency types brings different
  advantages and disadvantages on evaluative
  dimensions such as
• geographic proximity
• economies of scale
• political leverage
• awareness of the clients strategy
• knowledge of the local culture

6
7-6

• Globalized versus Localized Campaigns

• A final concern for international brand promotion
  entails the degree of customization a marketer
  should attempt in campaigns designed to cross
  national boundaries.
• Globalized campaigns involve little customization
  among countries, whereas localized campaigns
  feature heavy customization for each market.
• Standardized messages bring cost savings and
  create a common brand image worldwide, but they
  may miss the mark with consumers in different
  nations.
• As consumers around the world become more
  similar, globalized campaigns may become more
  prevalent. Several trends are facilitating the
  creation of a global consumer
• Global communications provide standardized
  messages and homogenize viewers. Common
  experiences and exposure on the Internet
  reinforces shared values globally.
• Teenagers and youth culture in many countries
  share similar values and lifestyles and thus make
  a natural target for globalized campaigns.
• Demographic and lifestyle trends are becoming
  common across multiple cultures more working
  women, more single-person households, increasing
  divorce rates, and fewer children per household.
• The Americanization of consumption values around
  the world, greatly due to the exportation of U.S.
  pop culture, has helped create a standardized
  global audience. However, there is some backlash
  against this effect.