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Group 1

Section - E

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- William Roedy

Director, MTV Europe

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Public Relations

Personal Selling

Advertising

Sales Promotion

Direct Marketing

Trade Shows

Sponsorship Media

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Communication is the process of sendingand receiving messages with attachedmeaning and can be both verbal andnon-verbal. In this Information Age we

live in, increasing efforts are being madeto maximize the efficiency andeffectiveness of information transfer:communication.

Elements of communication source idea encoding decoding understanding feedback

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Advertising any sponsored, paid message

placed in a mass medium.

Global Advertising use of art, copy,

photographs, stories and video segments inmultiple country markets.

Advertising is designed to add psychological

value to a product or brand, it plays a more

important role in marketing consumerproducts than industrial products.

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Transforming a domestic campaign into

worldwide one gives a critical advantage.

Creating an effective global campaign gives

an edge. Creative process forces to determine the

whether a product has a global market.

The first company to find a global market is

always at an advantage.

It leads to a coherent global strategy.

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Extension Adaptation

Proponents of one

world, one voice

Tastes & preferences

are convergingworldwide.

People everywhere

want the same products

for same reasons.

Companies can achieveeconomies of scale.

Some companies assert

consumers differ from

country to country.

Advertises should betailored.

Cause of blunders is

that advertisers fail to

understand & adapt to

foreign cultures. Adaptation is costly.

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Message may not get through to the intended

recipient. Ex- Television

Message may reach but may not be

understood or be misunderstood.Ex. Pepsi-come alive

Message may be understood but did not

result in any action by the recipient.Ex.

Airtel Message may be impaired by noise. Noise,

here, is an external influence like

competitive advertising, confusion etc.

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It is an issue that companies face in deciding

To hire local advertising agency

To hire international advertising agency.

It depends from company to company.

Today, however tendency of western clients

using global agencies is growing but some

companies like Japanese are less inclined to

use this approach.

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Chanel, Benetton and Diesel rely on in house

marketing.

Coca cola has its own agency, Edge Creative,

also uses services of outside agencies such asLeo Burnett.

Local agencies in each national market are

also used.

Agencies with both domestic and overseasoffices also work.

Coca cola, Levi Strauss and Polaroid use local

agencies.

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Art Direction :

Concerned with visual presentation the body

language of print and broadcast advertising.

Some forms are universally understood.Ex- Revlon, uses French producer developing the

commercial in 2 languages.

Ex- PepsiCo uses 4 basic commercials to

communicate.

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Copy:

Means translating copy or written text of an

advertisement.

Should be short and avoid slang and idioms.

Should use more pictures and illustrations.

Ex- Japanese & Europeans Ads are purely

visual, conveying a specific message &

invoking the company name.

Literacy rates discourage use of print.

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Cultural Consideration:

Knowledge of cultural diversity, especially

the symbolism associated with cultural traits

is essential. Use of colors and man-woman relationship

can be stumbling blocks.

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In order to develop appropriate advertising

appeals, Effective Mediamust be selected toreach consumers.

Although markets are becoming increasinglysimilar in industrial countries media situation

still vary to a great extent.

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Availability of -

Television

Newspapers

Other forms of electronic and print media

Rapid increase of internet users.

Circulation of newspaper per capita cover a

wide range in different countries-

Japan-2, US-4, Latin America-10-20, Nigeria andSweden-200.

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High media availability also leads to limited use

as an advertising vehicle.

In Europe, Sweden, Denmark, Norway, television

advertising either does not exist or is verylimited.

Time allowed varies from 12 minutes in Finland

to 80 in Italy.

In Saudi Arabia, all advertising is subject to

censorship, regulations prohibit a long list.

Regulations concerning content of commercial

vary, there are waiting period of up to 2 years

for obtaining broadcast time. Ex - Germany

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