ADVERTISINGADVERTISING

All about AdvertisingAll about Advertising

Advertising- Any paid form of non personal presentationand promotion of ideas goods or services by an identified sponsor Advertising a creativity exercises Marketing communications toolsThe most popular mass-communications tool

Knowing types of Advertising by

Purposebull 1Primary-Demand Advertising Primary

demandadvertising is advertising aimed at increasing the

demandfor all brands of a product within a specific

industryTrade and industry associations are the major

users of primary-demand advertisingTheir advertisements promote broad product categories without mentioning specific brands

bull My DocumentsMother My DocumentsMother DairyhtmDairyhtm

All about AdvertisingAll about Advertising

Advertising- Any paid form of non personal presentationand promotion of ideas goods or services by an identified sponsor Advertising a creativity exercises Marketing communications toolsThe most popular mass-communications tool

Knowing types of Advertising by

Purposebull 1Primary-Demand Advertising Primary

demandadvertising is advertising aimed at increasing the

demandfor all brands of a product within a specific

industryTrade and industry associations are the major

users of primary-demand advertisingTheir advertisements promote broad product categories without mentioning specific brands

bull My DocumentsMother My DocumentsMother DairyhtmDairyhtm

Knowing types of Advertising by

Purposebull 1Primary-Demand Advertising Primary

demandadvertising is advertising aimed at increasing the

demandfor all brands of a product within a specific

industryTrade and industry associations are the major

users of primary-demand advertisingTheir advertisements promote broad product categories without mentioning specific brands

bull My DocumentsMother My DocumentsMother DairyhtmDairyhtm

bull 2 Selective Demand Advertising

Selective demand (or brand) advertising is advertising that is used to sell a particular brand of product It is by far the most common type of advertising and it accounts for the lionrsquos share of advertising expenditures

bull Selective advertising that aims at persuading consumers to make purchases within a short time is called immediate-response advertising

bull 1048708 Selective advertising aimed at keeping a firmrsquos name or product before the public is called reminder advertising

bull 1048708 Comparative advertising compares specificbull characteristics of two or more identifiedbull brandsbull My DocumentsSony India My DocumentsSony India WelcomehtmWelcomehtm

Samsung India2htm

bull 3 Institutional Advertising Institutional advertising

bull is advertising designed to enhancebull a firmrsquos image or reputation

IMPORTANT DECISIONS IMPORTANT DECISIONS BEFORE ADVERTISINGBEFORE ADVERTISING

bull PRODUCT TYPEPRODUCT TYPEbull BUDGET OF ADVER TISMENTBUDGET OF ADVER TISMENTbull LOCATIONLOCATIONbull CHOOSING RIGHT MEDIACHOOSING RIGHT MEDIA

DECIDING ON MEDIA AND MEASURING

EFFECTIVENESSbull After choosing the message the

advertiserrsquos next task is to choose media to carry it The steps here are Deciding on desired reach frequency and impact Choosing among major media types

selecting specific media vehicles Deciding on media timing and

ADVERTISING MEDIArsquoS

bull I Newspapers Newspaper advertising accounts for almost one-fourth of all advertising expenditures

bullII Magazines The advertising revenues of magazines have been climbing

bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals

IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs

V Television Television ranks number one in total revenue

VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity

VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements

ADD GURUADD GURU

bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING

Global Marketing Global Marketing CommunicationsCommunications

bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers

bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders

Global AdvertisingGlobal Advertising

bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal

bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets

Standardization vs Standardization vs AdaptationAdaptation

bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising

message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country

Standardization vs Standardization vs AdaptationAdaptation

bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the

intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience

but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood

ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender

ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

IMPORTANT DECISIONS IMPORTANT DECISIONS BEFORE ADVERTISINGBEFORE ADVERTISING

bull PRODUCT TYPEPRODUCT TYPEbull BUDGET OF ADVER TISMENTBUDGET OF ADVER TISMENTbull LOCATIONLOCATIONbull CHOOSING RIGHT MEDIACHOOSING RIGHT MEDIA

DECIDING ON MEDIA AND MEASURING

EFFECTIVENESSbull After choosing the message the

advertiserrsquos next task is to choose media to carry it The steps here are Deciding on desired reach frequency and impact Choosing among major media types

selecting specific media vehicles Deciding on media timing and

ADVERTISING MEDIArsquoS

bull I Newspapers Newspaper advertising accounts for almost one-fourth of all advertising expenditures

bullII Magazines The advertising revenues of magazines have been climbing

bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals

IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs

V Television Television ranks number one in total revenue

VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity

VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements

ADD GURUADD GURU

bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING

Global Marketing Global Marketing CommunicationsCommunications

bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers

bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders

Global AdvertisingGlobal Advertising

bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal

bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets

Standardization vs Standardization vs AdaptationAdaptation

bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising

message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country

Standardization vs Standardization vs AdaptationAdaptation

bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the

intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience

but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood

ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender

ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

DECIDING ON MEDIA AND MEASURING

EFFECTIVENESSbull After choosing the message the

advertiserrsquos next task is to choose media to carry it The steps here are Deciding on desired reach frequency and impact Choosing among major media types

selecting specific media vehicles Deciding on media timing and

ADVERTISING MEDIArsquoS

bull I Newspapers Newspaper advertising accounts for almost one-fourth of all advertising expenditures

bullII Magazines The advertising revenues of magazines have been climbing

bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals

IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs

V Television Television ranks number one in total revenue

VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity

VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements

ADD GURUADD GURU

bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING

Global Marketing Global Marketing CommunicationsCommunications

bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers

bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders

Global AdvertisingGlobal Advertising

bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal

bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets

Standardization vs Standardization vs AdaptationAdaptation

bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising

message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country

Standardization vs Standardization vs AdaptationAdaptation

bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the

intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience

but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood

ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender

ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

ADVERTISING MEDIArsquoS

bull I Newspapers Newspaper advertising accounts for almost one-fourth of all advertising expenditures

bullII Magazines The advertising revenues of magazines have been climbing

bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals

IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs

V Television Television ranks number one in total revenue

VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity

VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements

ADD GURUADD GURU

bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING

Global Marketing Global Marketing CommunicationsCommunications

bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers

bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders

Global AdvertisingGlobal Advertising

bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal

bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets

Standardization vs Standardization vs AdaptationAdaptation

bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising

message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country

Standardization vs Standardization vs AdaptationAdaptation

bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the

intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience

but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood

ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender

ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

bullII Magazines The advertising revenues of magazines have been climbing

bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals

IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs

V Television Television ranks number one in total revenue

VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity

VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements

ADD GURUADD GURU

bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING

Global Marketing Global Marketing CommunicationsCommunications

bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers

bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders

Global AdvertisingGlobal Advertising

bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal

bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets

Standardization vs Standardization vs AdaptationAdaptation

bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising

message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country

Standardization vs Standardization vs AdaptationAdaptation

bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the

intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience

but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood

ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender

ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals

IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs

V Television Television ranks number one in total revenue

VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity

VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements

ADD GURUADD GURU

bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING

Global Marketing Global Marketing CommunicationsCommunications

bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers

bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders

Global AdvertisingGlobal Advertising

bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal

bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets

Standardization vs Standardization vs AdaptationAdaptation

bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising

message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country

Standardization vs Standardization vs AdaptationAdaptation

bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the

intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience

but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood

ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender

ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs

V Television Television ranks number one in total revenue

VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity

VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements

ADD GURUADD GURU

bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING

Global Marketing Global Marketing CommunicationsCommunications

bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers

bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders

Global AdvertisingGlobal Advertising

bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal

bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets

Standardization vs Standardization vs AdaptationAdaptation

bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising

message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country

Standardization vs Standardization vs AdaptationAdaptation

bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the

intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience

but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood

ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender

ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

V Television Television ranks number one in total revenue

VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity

VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements

ADD GURUADD GURU

bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING

Global Marketing Global Marketing CommunicationsCommunications

bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers

bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders

Global AdvertisingGlobal Advertising

bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal

bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets

Standardization vs Standardization vs AdaptationAdaptation

bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising

message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country

Standardization vs Standardization vs AdaptationAdaptation

bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the

intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience

but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood

ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender

ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity

VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements

ADD GURUADD GURU

bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING

Global Marketing Global Marketing CommunicationsCommunications

bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers

bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders

Global AdvertisingGlobal Advertising

bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal

bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets

Standardization vs Standardization vs AdaptationAdaptation

bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising

message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country

Standardization vs Standardization vs AdaptationAdaptation

bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the

intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience

but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood

ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender

ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements

ADD GURUADD GURU

bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING

Global Marketing Global Marketing CommunicationsCommunications

bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers

bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders

Global AdvertisingGlobal Advertising

bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal

bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets

Standardization vs Standardization vs AdaptationAdaptation

bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising

message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country

Standardization vs Standardization vs AdaptationAdaptation

bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the

intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience

but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood

ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender

ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

ADD GURUADD GURU

bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING

Global Marketing Global Marketing CommunicationsCommunications

bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers

bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders

Global AdvertisingGlobal Advertising

bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal

bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets

Standardization vs Standardization vs AdaptationAdaptation

bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising

message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country

Standardization vs Standardization vs AdaptationAdaptation

bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the

intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience

but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood

ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender

ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

Global Marketing Global Marketing CommunicationsCommunications

bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers

bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders

Global AdvertisingGlobal Advertising

bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal

bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets

Standardization vs Standardization vs AdaptationAdaptation

bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising

message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country

Standardization vs Standardization vs AdaptationAdaptation

bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the

intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience

but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood

ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender

ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

Global AdvertisingGlobal Advertising

bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal

bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets

Standardization vs Standardization vs AdaptationAdaptation

bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising

message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country

Standardization vs Standardization vs AdaptationAdaptation

bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the

intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience

but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood

ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender

ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

Standardization vs Standardization vs AdaptationAdaptation

bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising

message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country

Standardization vs Standardization vs AdaptationAdaptation

bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the

intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience

but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood

ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender

ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

Standardization vs Standardization vs AdaptationAdaptation

bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the

intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience

but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood

ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender

ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

Standardization vs Standardization vs AdaptationAdaptation

ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New

York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising

merely works on that premiserdquomerely works on that premiserdquo

- William Roedy Director MTV Europe- William Roedy Director MTV Europe

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands

bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies

have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in

direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research

bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and

provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

Selecting an Advertising Selecting an Advertising AgencyAgency

bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to

leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness

ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country

bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets

bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the

company want to projectcompany want to project

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

Creating Global Creating Global AdvertisingAdvertising

bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal

ndash Rational approachRational approachndash Emotional approachEmotional approach

bull Selling propositionSelling propositionbull Creative executionCreative execution

ndash Art amp CopyArt amp Copy

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

Art Directors and Art Art Directors and Art DirectionDirection

bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the

general responsibility for the overall look general responsibility for the overall look of an adof an ad

ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad

bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an

advertisementadvertisement

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American

DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression

are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad

content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in

television commercials with minimal explanatory television commercials with minimal explanatory contentcontent

bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances

or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than

product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer

with short 15-second commercialswith short 15-second commercials

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

Cultural ConsiderationsCultural Considerations

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

Global Media DecisionsGlobal Media Decisions

bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language

bull Translate the original copy into Translate the original copy into target languagetarget language

bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia

bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited

bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those

commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity

bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

Public Relations and Public Relations and PublicityPublicity

bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools

ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

Public Relations Practices Public Relations Practices around the Worldaround the World

bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments

bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment

The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global

MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing

at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing

by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth

ndash Increased governmental relations between Increased governmental relations between countriescountries

ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment