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WHAT IS INTERNATIONALMARKETING?
International marketing is simply the application of marketing principles to more than one country.However, there is a crossover between what is commonly expressed as international marketing andglobal marketing, which is a similar term. For the purposes of this lesson on international marketingand those that follow it, international marketing and global marketing are interchangeable.At its simplest level, international marketing involves the firm in making one or more marketing mixdecisions across national boundaries. At its most complex level, it involves the firm in establishingmanufacturing facilities overseas and coordinatingmarketing strategiesacross the globe.
DEFINITION OF INTERNATIONAL ADVERTISING
 International advertising entails dissemination of a commercial message to target audiences in morethan one country. Target audiences differ from country to country in terms of how they perceive or interpret symbols or stimuli, respond to humor or emotional appeals, as well as in levels of literacyand languages spoken. How the advertising function is organized also varies. In some cases,multinational firms centralize advertising decisions and budgets and use the same or a limitednumber of agencies worldwide. In other cases, budgets are decentralized and placed in the hands of local subsidiaries, resulting in greater use of local advertising agencies.International advertising can, therefore, be viewed as a communication process that takes place inmultiple cultures that differ in terms of values, communication styles, and consumption patterns.International advertising is also a business activity involving advertisers and the advertising agenciesthat create ads and buy media in different countries. The sum total of these activities constitutes aworldwide industry that is growing in importance. International advertising is also a major force thatboth reflects social values, and propagates certain values worldwide.International Advertising offers advertising agency services of all aspects with 15 years of experience in the Hospitality/Travel Industry, Chemical/Pharmaceuticals,Products/Manufactures/Distributors/Brands, Fashion and Food industry. It is safe to say that we canguarantee excellent creativity and quality which allow us to deliver superior marketing tools withinpredetermined budgets and deadlines.International Advertising, Inc. consists of personnel with expertise in marketing, graphic design andphotography as well as the required technical, logistical and administrative support geared towardsachieving your greatest goals and objectives through advertising and promotion.Through a mutual accord, upon a granted interview, we will know how to interpret your necessities inorder to significantly influence your potential clientele through ideas and images that will spark afavorable response. We will create the interest needed to stimulate your bottom line.
 
In the international marketing literature the issue of advertising standardization has ignited a livelyand heated debate among academics and managers alike. However, the decision whether tostandardize or not cannot be considered a dichotomous one. Develops a comprehensive frameworkto capture the relevant factors that determine the selection of the appropriate internationaladvertising strategies and tactics. More specifically, first identifies three broad sets of factors (“local”,“firm” and “intrinsic”) which influence international advertising decisions. Then proposes that thestandardization and adaptation of international advertising strategies represent the polar ends of acontinuum of transitional stages. Finally, discusses the ways and the degree to which internationaladvertising strategies can be adapted to different situations.
NEED OF INTERNATIONAL ADVERTISING
It's early days on the Internet, perhaps the most important communications conduit we've seen sofar. Yet even now, history is repeating itself. There are those who want to direct the traffic and set upthe roadblocks. We believe hyperspace is one more place where you should have the freedom toknow what's out there and the right to choose. Which is why advertising is dedicated to help developthe tools and the technologies that will let you do just that?While use of uniform advertising appeals offers a number of advantages, differences in customer perceptions and response patterns across countries and cultures, as well as media availability andgovernment regulation are major barriers to use of a standardized campaign. Even thoughtechnological developments allow adaptation of advertising appeals to different languages (for example, TV can have audio channels in two languages, Internet messages can be automaticallytranslated), development of visual and verbal copy that works effectively in multiple countries posesmajor creative challenges. Faced with this dilemma, firms may use a global umbrella campaign combined with local country or product-specific advertising. The global umbrella campaign develops a uniform image for thecompany or brand worldwide, often relying on consistent visual images and the corporate logo.Product-specific or country advertising builds on this image, modifying the appeal and providinginformation tailored to the local market. The objective of the umbrella campaign is to provide anintegrating force, while local campaigns provide greater relevance to specific local customers andmarkets.International advertising is also a major force that both reflects social values, and propagates certainvalues worldwide.
Language barrier 
Language is one of the major barriers to effective communication through advertising. The probleminvolves different languages of different countries, different languages or dialects within one country,and the subtler problems of linguistic nuance and vernacular.
 
The bicardi company wanted to sell the drink “pavane” in germany, but “pavane” is perilously closeto “Pavian” which means “babbon”. A company Marketing tomato paste in the middle east found thatin arabic the phrase tomato paste translates as tomato glue.Tropicana brand orange juice was advertised as
 jugo de china
in Puerto Rico, but transported toMiami’s Cuban community, it failed.Language translation encounters innumerable barriers that impede effective, idiomtic translation andthereby hamper communication. This is especially apparent in advertising materials. Abstraction,terse writing, and world economy, the most effective tool of the advertisers, pose problem for thetranslators. Communication is impeded by the great diversity of cultural heritage and educationwhich exists within countries and which causes varying interpretations of even single sentences andsimple concept. Some companies have tried to solve the translation problem by hiring foreigntranslators. This often is not satisfactory because both the language and the translator change.Everyday words have different meanings in different cultures.Low literacy in many countries seriously impedes communications and calls for greater creativity anduse of verbal media. Multiple languages within a country or advertising area pose another problemfor the advertiser.
Cultural Diversity
Communication is more difficult because cultural factors largely determine the way variousphenomena are perceived. If the perceptual framework is different, perception of the message itself differs.Knowledge of cultural diversity must encompass the total advertising project.
Media Limitation
Media may diminish the role of advertising in the promotional program and may force the marketersto emphasis the other elements of promotional mix.A marketer’s creativity is certainly challenged when a television commercial is limited to to 10showing a year with no two exposure closer than 10 days. In some African countries advertisers runboats up and down the rivers playing popular music and broadcasting commercial into the bush asthey travel.
INTERNATIONAL ADVERTISING HELPS IN:
Ø Remind customers and prospects about the benefits of your product or serviceØ Establish and maintain your distinct identityØ Enhance your reputationØ Encourage existing customers to buy more of what you sell
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