Presented by:

AMITA OJHA, POOJA GOSWAMI & NEELAM SACHDEV

 Advertising

is any sponsored, paid message that is communicated in a nonpersonal way

Single country Regional Global

Global

advertising is the use of the same advertising appeals, messages, art, copy, photographs, stories, and video segments in multiple country markets.

 Stagnation

of domestic market

Company

survival, particularly those with small domestic markets Growth and profit opportunities Economic necessity

Information and persuasion Introduction of new brands and extensions Building and maintaining brand loyalty/brand equity Creating an image/meaning Building brand loyalty in the trade channel

economic

cultural

International advertising and promotional decisions

Political /legal

Demogr -aphic

Economic environment

Stage of economic development Economic infrastructure Standard of living Per capita income Distribution of wealth Currency stability Exchange rates

Size of population Number of households Household size Age distribution Occupation distribution Education levels Employment rate Income levels

Language Lifestyles Values Norms and customs Ethics and moral standards Taboos

Government policies Laws and regulations Political stability Nationalism Attitudes toward multinational companies

 Economies

of scale in production, distribution Lower costs with less in planning and control Ability to exploit good ideas worldwide Ability to introduce products quickly, worldwide Consistent international brand, company image

 Differences

in culture, market and economic development make it difficult to use global advertising. Consumer needs and usage patterns often vary by country or region. Media availability or usage may vary by country or region. Legal restrictions may make it difficult to develop an effective universal appeal.