Chapter 15

Promotion
Strategies
Chapter Outline

 The Role of Advertising

 Patterns of Advertising Expenditures
 Advertising and Regulations
 Advertising Media
Chapter Outline

 Standardized International Advertising

- Three Schools of Thought
- Feasibility and Desirability
- Research and Empirical Evidence
- A Decision-Making Framework
 Global Advertising: True Geocentricity
Advertising Media

 Television
 Radio
 Newspaper
 Magazines
 Direct Mail
 Outdoor
Advertising Media

 Internet
 Screen (Cinema)
 Directories
 Rural Media
 Stadium
 Other Media
International Advertising
Strategies

 Standardized Ad
- an ad with a domestic (national) origin is
repeated internationally
- few or no adaptation
 Localized Ad
- an ad created for overseas markets
 Global Ad
- an ad designed for the world
DECISION-MAKING FRAMEWORK:
STANDARDIZATION VS. LOCALIZATION

 Identification
- a country has identifiable, unique
demographic characteristics
 Accessibility/Selectivity

- The country is accessible through available

selective advertising media with minimum
promotion waste
DECISION-MAKING FRAMEWORK:
STANDARDIZATION VS. LOCALIZATION

 Differential Response
- The country and its people provide a
favorable but unique response
 Segment Size

- The country's population is big enough