Source/Sender

EncodingMessage/Channel

Decoding Receiver

Noise

Fee

db

ack

Resp

onse

Basic Model of CommunicationBasic Model of Communication

International Marketing Communication Decisions

Message translated into appropriate meaning

Markerer with a product

Information source

Competitive acti-vities, other sales-people, confusion and so on

Evaluation of communications process and measure of action by receiver

Advertising Media and or personal sales force

Action by consumer responding to decoded message

Encoded message interpreted into meaning

Noise

Feedback

Message channel

Decoding

Receiver

Encoding

Cultural Context A Cultural Context B

Globalized campaigns

Localized campaigns

Pattern campaign

Globalized vs. Localized Campaigns

Coca-Cola: “Pattern Advertising”

• Basic approach

– Specific communication strategy

– Specific Audience

• Local adjustments

– Words and the lyrics are translated

– Basic adjustments made to the copy

– Visual adjustments made to the copy

International Advertising Campaigns

• Standardization whenever possible

When do you know it is possible and how to do it?

• Adaptation whenever necessary

When do you know it is necessary and how to do it?

1. Economic conditions (LDC, NIC, HIC) 1. Economic conditions (LDC, NIC, HIC)

2. Demographic characteristics2. Demographic characteristics

3. Values3. Values

4. Custom and ritual4. Custom and ritual

5. Product use and preferences5. Product use and preferences

Cross-Cultural Audience Research

Creative Challenges in Global Ads

• Written and spoken language

•Quite literal translations

• Culture-bound picturing

• Assumptions and inferences

• Identifying cross-cultural icons

Media Challenges in Global Advertising

1. Availability and Coverage:1. Availability and Coverage:

2. Costs and Pricing:2. Costs and Pricing:

Regulatory Challenges for Global Ads

• The types of products that can be advertised

• The types of appeals that can be used

• The times that certain products may be promoted

• Advertising to children

•The use of foreign languages in advertisements

• The use of national symbols in advertisements

• The taxes levied against advertising expenditures

The global agencyThe global agency

International affiliatesInternational affiliates

The local agencyThe local agency

International Agency Options