International Advertising

• Global advertising encompasses areas such

as advertising planning, budgeting, resource
allocation issues, message strategy, and
media decisions.

• Other areas include: local regulations,

advertising agency selection, coordination
of multi-country communication efforts and
regional and global campaigns
 Global Advertising and Culture
• Language Barriers
– Language is one of the most formidable barriers
in global marketing.

– Three types of translation errors can occur in

international marketing:
• Simple carelessness
• Multiple-meaning words
• Idioms
 Setting the Global Advertising
Budget
• Companies rely on different kind of
advertising budgeting methods which
include:
– Percentage of Sales
– Competitive Parity
– Objective-and-Task Method-first
establish concrete marketing objectives,
the advertiser determines how much it
will cost to meet them.
 Creative Strategy
• The “Standardization” versus
“Adaptation Debate”
• Merits of Standardization:
– Scale Economies
– Consistent Image
– Global Consumer Segments
 Creative Strategy

• Barriers to Standardization:
– Cultural Differences
– Advertising Regulations
– Market Maturity
– “Not-Invented-Here” (NIH) Syndrome
 Global Media Decisions

• Media Infrastructure
– Media infrastructure differs from
country to country
• Media Limitations
– The major limitation in many
markets is media availability.
 Global Media Decisions

• Media Infrastructure
– Media infrastructure differs from
country to country
• Media Limitations
– The major limitation in many
markets is media availability.
 Global Media Decisions
• Recent Developments in the Global Media Landscape:
– Growing commercialization and deregulation of mass
media
– Shift from radio and print to TV advertising
– Rise of global and regional media
– Growing spread of interactive marketing
– Growing popularity of text messaging
– Improved monitoring
– Improved TV-viewership measurement
 Advertising Regulations

• The major types of advertising regulations include:

– Advertising of “Vice Products” and Pharmaceuticals
– Comparative Advertising
– Content of Advertising Messages
– Advertising Targeting Children
– Other Advertising Regulations: Issues of local
languages, tax issues, and advertising rates.
 Advertising Regulations

• Strategies to deal with advertising

regulations:
– Keep track of regulations and pending
legislation
– Screen the campaign early on
– Lobbying activities
– Challenge regulations in court
– Adapt marketing mix strategy
Choosing an Advertising Agency

• In selecting an ad agency, the international marketer

has several options:
1. Work with the agency that handles the
advertising in the firm’s home market.
2. Pick a purely local agency in the foreign
market.
3. Choose the local office of a large international
agency.
4. Select an international network of ad agencies that
spans the globe.
 Choosing an Advertising Agency
• Criteria for screening ad agencies:
– Market coverage
– Quality of coverage
– Expertise with developing a central international
campaign
– Creative reputation
– Scope and quality of support services
– Desirable image (“global” versus “local”)
– Size of the agency
– Conflicting accounts
Globally Integrated Marketing
Communications (GIMC)
• Integrated Marketing Communications (IMC):
– IMC coordinates different communication
vehicles – mass advertising, sponsorships,
sales promotion, packaging, point-of-
purchase displays, so forth.