Upload
deepika-bhadauria
View
217
Download
0
Embed Size (px)
Citation preview
8/7/2019 5. International advertising
1/16
International Promotion-
Advertising
8/7/2019 5. International advertising
2/16
Promotion
It is the fourth 7 final decision about
Marketing-Mix.
It means communication with the customer. The creation of awareness, interest, desire &
action is the universal aim of the Promotion-
Mix.
8/7/2019 5. International advertising
3/16
Promotion in overseas market
Coordinating promotion with other aspects ofa marketing strategy is quite difficult in
overseas market. The Quality, Availability, & Scheduling of
promotional tools , all influence the degree ofsuccess realized by a product or service.
Promotion includes : Advertising, SalesPromotion, Public relations & Personal Selling.
8/7/2019 5. International advertising
4/16
Considerations in the design of
International Advertising There are several important considerations in the design of
International Advertising and What it communicates.
One important strategic consideration is Whether tostandardize advertising worldwide or to adapt it to match
the environment of each country. Another consideration is availability of Media, which varies
around the world.
The development of advertising programs for ForeignMarkets should take care of these differences, as well asAdvertising regulations in international markets, intoaccount.
The expertise of International Advertising agencies can bevaluable.
8/7/2019 5. International advertising
5/16
Determining Advertising Strategy :
Standardization v/s Localization An important strategic decision for international
marketer to make is whether the basics of anadvertising campaign developed at home can be
transferred to other nations simply by translatingthem into local languages.
Many marketers strongly believe that asuccessful Advertising campaign will do
anywhere. Critics of standardization in advertising, argue
however, that Cultural differences require acampaign to be tailored to each country.
Contd
8/7/2019 5. International advertising
6/16
Standardized Approach of Advertising
Many practitioners believe that universal
advertising can work.
The beliefs like the Desire to be beautiful,
Appeals like Mother & child, Freedom &Pain, Glow of health etc, know NO
BOUNDARIES.
Empirical research on the subject & the
experiences of many marketers confirm thatsuch sentiments abound among advertisers. In
their study sample of Fortune 500 firms,
8/7/2019 5. International advertising
7/16
Standardized Approach of Advertising
Many practitioners believe that universal advertisingcan work.
The beliefs like the Desire to be beautiful, Appealslike Mother & child, Freedom & Pain, Glow ofhealth etc, know NO BOUNDARIES.
Empirical research on the subject & the experiencesof many marketers confirm that such sentimentsabound among advertisers. In their study sample ofFortune 500 firms, Donnelly & Ryans discovered that90 % of the firms to at least some degree extent theirU.S. advertising approach to Non-Domesticsituations.
A number of companies like Deere & co., NIKE, havebeen reported as favouring Standardization.
8/7/2019 5. International advertising
8/16
Localized Advertising
Customization of advertising for each country isjustified on the grounds of cultural differencesamong the nations.
Product related attributes sometimes influence
buyer behaviour differently around the globe. Eg.- Emphasis on Whiteness in Clothes, from a
Detergent brand, work very well in India but will notwork in Brazil because Brazilians do not wear WhiteClothes.
Chileans buy their coffee strictly on the basis ofprice, but for Germans, good coffee is a must forwhich they will pay any price.
Contd..
8/7/2019 5. International advertising
9/16
Students of West African culture recommend
against printing an advertisement n White
Paper there, coz , White is considered to be
associated with Death & it might be perceived
as Death Notice.
Grammatical errors in copy annoy the French The Macho image of a model wearing a hard
hat does not excite Latin Americans. They
prefer their macho men in suits suitable forexecutives.
Contd..
8/7/2019 5. International advertising
10/16
Although the Product attributes & functions
are generally similar in different countries, the
perception of these attributes varies from
nation to nation.
Thus, the common needs of people
belonging to different nations, do notnecessarily mean that the same products will
be appreciated in the same ways.
Thus, Standardized Advertising will notalways work globally.
8/7/2019 5. International advertising
11/16
A disappointed Coca Cola salesman returns from his Middle East assignment. A
friend asked, "Why weren't you successful with the Arabs?" The salesman
explained: "When I got posted to the Middle East, I was very confident that Iwould make a good sales pitch as Cola is virtually unknown there. But, I had a
problem I didn't know to speak Arabic. So, I planned to convey the message
through three posters...
First poster: A man lying in the hot desert sand...totally exhausted and fainting.Second poster: The man is drinking our Cola.
Third poster: Our man is now totally refreshed.And Then these posters were pasted all over the place. "Then thatshould have worked!" said the friend. "It should have!?" said thesalesman. "But I didn't realize that Arabs read from right to left!!"
8/7/2019 5. International advertising
12/16
As Jacob Hornik explains,
Product (need) universality cannot imply global messageappeal.(Israeli & American women) might manifest
the same need for cosmetics (i.e., preservation of
beauty), but this certainly does not mean that an Israeli
woman percieves the American cosmetic ad the sameway it is perceived by the American. Therefore,
understanding Consumer Wants, needs, motives, &behaviour, is a necessary condition to the development
of affective promotional program.
8/7/2019 5. International advertising
13/16
To help protect your privacy, PowerPoint prevented this external picture from being automatically downloaded. To download and display this picture, click Options in the Message Bar, and then click Enable external content.
Factors effecting Choice criteria
Environmental factors
Advertising objectives
Target Market Contd
8/7/2019 5. International advertising
14/16
Environmental factors
Rate of economic growth
Stage of development
Per capita income
Level of literacy Availability of satisfactory Media
Degree of nationalism
Diversity in culture
Legal restraints on advertising
Competitive strategies
Import-Export perspectives
Independence of media from government control
8/7/2019 5. International advertising
15/16
Advertising Objectives
Advertising objectives vary from market to market.
It does not lead directly to sales,
Advertising attempts to move the consumers from
unawareness of a product to awareness tocomprehension to conviction to action.
ForEg-, a VCR manufacturers advertising objective
for Mexico would have to be different from that of
U.S., as to in U.S., the VC
R is into its decline stage& in Mexico it is into its growth stage.
Thus the advertising concepts & campaigns in both
the markets would be different.
8/7/2019 5. International advertising
16/16
Target Market
If the proposed ad campaign for another country isaimed towards a segment that is more or less
similar in characteristics to the segment served in
the home country, Standardized advertising would
appear satisfactory. However, if the target segment differs, a localized
campaign would be desirable.
Mc Donalds- advertise, focusing on availabilty og
high quality Beef products, in countries like U.S. etcbut they advertise directly or indirectly, by NO USE
OF BEEF PRODUCTS, in India, as to the difference
in the cultural aspects of the two nations markets.