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 Advertising defined as:

any sponsored, paid message placed in a
mass medium.

 Global advertising defined as:

use of same advertising appeals, messages,
art, copy, photographs, stories, and videos in
multiple-country markets.

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 The first country to find a global market for
any product is always at an advantage over
the competitors making the same discovery
later.

 It plays a more communications role in

marketing consumer products.

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A Global Brand is one that has the
same name, design, and creative
strategy everywhere in the world
and is marketed in most of the major
regional market blocs.
i.e. McDonald’s, Rolex, Gillette

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Theodore Levitt: Phillip Kotler:
Companies Success is
Two Views
Should Operate Based on
on How to
as If There Were Variation, Not
Achieve
Only One Global Offering the
Global
Market Since Same Product
Coverage
People Are Everywhere.
Motivated by
Same Desires
and Wants.

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 Arguments for globalization
 Economies of scale
 Consistent image

 Arguments for localization

 Different consumers
▪ Decision making process
▪ Involvement with product category
▪ Product usage pattern and perception
▪ Attitude toward advertising
▪ Preferences, tastes and life styles

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 Arguments for localization (cont’d)

 Different economies and marketing environments:

4Ps
 Different media landscapes: availability & cost
 Different government regulations
 Different cultures
 Different perception of advertising

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 Economies of scale(savings) in production
and distribution
 Lower marketing and advertising costs
 Ability to exploit good ideas on a worldwide
basis
 Consistent brand and/or company image in
all markets
 Simplification of coordination and control of
marketing and promotional programs
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 Differences in market and economic
development, consumer needs, media
availability and legal restrictions
 Cultural differences make advertising
standardization difficult
 Usage patterns and perceptions of a product
may vary from one country to another
 Question arise whether to create ads in
house, use an outside agency, or combine
both.
 Coca Cola has its own agency and uses
outside services such as Leo Burnett.
Levi strauss use local agencies.

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 Company decentralized should leave to the
choice to local subsidiary.
 Is the global agency familiar with the local
culture and habits in country or should a local
selection be made.
 If product needs a strong local identification,
it would be best to select a national agency.

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 Standardization Approach:
people everywhere want the same product
for the same reasons.

 Localized Approach:
Most blunders occur because advertisers
have failed to understand and adapt to
foreign cultures, eg: coca cola

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 Art Direction-visual presentation, body
language, theme, music, etc.

 Copy-written text of an advertisement or

translating copy.

 Cultural Considerations

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 Language affects the creation of the
advertising.
 Verbal techniques don’t cross borders well so
international campaigns are not usually
translated; they are rewritten.
 Some languages do not have English
equivalent expressions.
 Best solution to translation problems is to use
bilingual copywriters.

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 Laws
Laws and
and Customs
Customs and
and Time Inertia,
Inertia,
Time
Regulations
Regulations Culture
Culture Resistance,
Resistance,
Everything Rejection,
Rejection,
Everything
Fear
Fear of
of Not
Not Customs
Customs Takes and
and Politics
Politics
Takes
Knowing
Knowing Can
Can be
be Longer
Longer
Local
Local Stronger
Stronger In Usually
Usually Mean
Mean
In Other
Other
Laws
Laws Than
Than Countries “Not
“Not Invited
Invited
Countries
Laws
Laws Here”
Here”

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 The Strategic Advertising Plan Outlines the
Marketing Strategy.

Market-Analysis
Market-Analysis Model
Model Culture-Oriented
Culture-Oriented Model
Model
Based
BasedononData
Data&& Emphasizes
EmphasizesCultural
Cultural
Observations
ObservationsFrom
FromSeveral
Several Differences
DifferencesAmong
AmongPeople
Peopleand
and
Countries.
Countries. Nations.
Nations.

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 Positioning
Positioning the
the Setting
Setting the
the
Global
Global Product
Product Budget
Budget

Determine
Determine Problems
Problems & & Factors
Factors Affecting
Affecting the
the
Opportunities
Opportunities in
in Each
Each Market
Market International
International Budget
Budget

Position
Position International
Standardized
Standardized International Budgetary
Based
Based on
on Exchange Budgetary
Positioning
Positioning Exchange Tradition
Local
Local Rate Tradition
Strategy
Strategy Rate
Market
Market

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