Professional Documents
Culture Documents
International IBP Planning
International IBP Planning
2
International Advertising
Why
Why could
could this
this ad
ad be
be
used
used on
on aa world-wide
world-wide
basis?
basis?
The Media Challenge
Availability and Coverage
Too few options
Too many options
Global television now possible though
Local agency
Highly localized
Execution risks
International affiliates
Local market expertise
Cultural adaptation
Ad Campaigns: Global versus
Local
Global
Global Campaigns
Campaigns Local
Local Campaigns
Campaigns
Message
Message Message
Message 11 Message
Message 22 Message
Message 33
Market
Market Market
Market Market
Market
A
A B
B C
C
Ad in Context Example
Why
WhycancanJack
Jack
Daniels’
Daniels’ use
useaa
global
global ad
ad
campaign
campaignwhen
when
other
otheradvertisers
advertisers
often
oftencannot?
cannot?
Trends Promoting Global
Advertising
Global communications
Global youth
Universal demographics and
lifestyle trends
Americanization of consumption
values
Arguments Against Using Global
Campaigns