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International Advertising

International Advertising

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Published by wintoday01
Module 7

International Advertising

International Advertising
‡ It entails dissemination of a commercial message to target audiences in more than one country ‡ Target audience differ from country to country
± In terms of how they perceive or interpret symbols ± Respond to humor or emotional appeal ± Literacy levels and spoken languages

‡ In some cases MNC centralize advertising decisions and budgets and use the same or a limited number of agencies world wide ‡ In some cases budgets are decent
Module 7

International Advertising

International Advertising
‡ It entails dissemination of a commercial message to target audiences in more than one country ‡ Target audience differ from country to country
± In terms of how they perceive or interpret symbols ± Respond to humor or emotional appeal ± Literacy levels and spoken languages

‡ In some cases MNC centralize advertising decisions and budgets and use the same or a limited number of agencies world wide ‡ In some cases budgets are decent

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Published by: wintoday01 on Aug 12, 2010
Copyright:Attribution Non-commercial

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03/24/2013

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Module 7
InternationalAdvertising
 
International Advertising
It entails dissemination of a commercial messageto target audiences in more than one country
Target audience differ from country to country
 ±
In terms of how they perceive or interpret symbols
 ±
Respond to humor or emotional appeal
 ±
Literacy levels and spoken languages
In some cases MNC centralize advertisingdecisions and budgets and use the same or alimited number of agencies world wide
In some cases budgets are decentralized andplaced in the hands of the subsidiaries
 
International marketing environment
E
conomic environment
 ±
Reflects the potential buying behavior of that country
 ±
Country with sound economic condition is morepotential and attractive for the marketers
 ±
Purchasing power and life time value of developednation like US, Japan is high compared to other nation
 ±
Income of the customers of developing economieslike India, China, Brazil is also rising giving rise tomarketing and advertising opportunities
 ±
Another segment is less developed economies whichare not attractive and do not provide opportunities tomarketing and advertising

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