LOCAL Vs.

INTERNATIONAL ADVERTISING
Presented by Amal P.K Maya Remcy

ADVERTISING
 Form of communication used to encourage or persuade an audience to continue or take some new action.  Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.  Aim is to increase the sales of a product introduced into the market.

 It can educate the target audience about the various other details  Used to inform a mass of audience about various socially relevant factors.  Newer media of advertisements are emerging and growing.  Persuasive elements of the advertisement drive the customers towards a strong desire to possess the product.

LOCAL ADVERTISING
 Refers to optimizing delivering ads according to the position of the recipient (client, user).  Local search (Internet) often fuels uses optimization for targeting the advertising.  A form of advertising which is particularly common in newspapers, online and other periodicals which may be sold or distributed free of charge.  Local advertising will geographically be close to your place of business and will cost considerably less being you will be targeting a more concentrated customer base in a smaller area

 Business Cards  Flyers  Press releases  Business directories  Community events  Religious advertising  Pro-bono or community service work

LOCAL ADVERTISING ON INTERNET

 First you need a website  Target your audience and cater your website to the audience that you target  Site should be regularly updated  Implement an advertising and marketing strategy.  Search Engine Optimization (SEO)  Pay Per Click (PPC)  Social Media Marketing

INTERNATIONAL ADVERTISING
 International Advertising is the application of advertising principles to more than one country.

 viewed as a communication process that takes place in multiple cultures that differ in terms of values, communication styles, and consumption patterns.

 At its simplest level, international marketing involves the firm in making one or more marketing mix decisions across national boundaries.  At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe.

PROBLEMS FACING IN INTERNATIONAL ADVERTISING

 Language barrier  Language is one of the major barriers to effective communication through advertising.  Cultural Diversity  Communication is more difficult because cultural factors largely determine the way various phenomena are perceived  Media limitation  Media may diminish the role of advertising in the promotional program and may force the marketers to emphasis the other elements of promotional mix

INTERNATIONAL ADVERTISING CONCEPT

 It entails dissemination of a commercial message to target audiences in more than one country. International advertising can be viewed as a communication process International advertising is a business activity

 INTERNATIONAL ADVERTISING AS A COMMUNICATION PROCESS

First, the advertiser determines the appropriate message for the target audience. Next, the message is encoded so that it will be clearly understood in different cultural contexts. The message is then sent through media channels to the audience who then decodes and reacts to the message.

 INTERNATIONAL ADVERTISING AS A BUSINESS PRACTICE International advertising can be viewed as a business activity through which a firm attempts to inform target audiences in multiple countries about itself and its product or service offerings.  In some cases the advertising message relates to the firm and its activities, i.e. its corporate image.  In other cases, the message relates to a specific product or service marketed by the firm.

REFERENCE
http://facta.junis.ni.ac.pdf http://wiki.answers.com http://www.emailmarketingtricks.com www.ccpcc.com www.wikipedia.com