GLOBAL ADVERTISING

GLOBAL ADVERTISING

Learning Objectives

1. Local market characteristics that affect the advertising and promotion of products2. The strengths and weaknesses of sales promotion and public relations in global marketing3. When global advertising is most effective; when modified advertising is necessary4. The effects of a single European market on advertising5. The communication process and advertising misfires6. The effect of limited media, excessive media, and government regulations on advertising and promotion budgets

IntroductionOnce a market offering is developed to meet target market needs, intended customers must be informed /communicated of the offeringIntegrated marketing communications (IMC) comprises: advertising sales promotions personal selling direct selling, and public relations All these mutually reinforcing elements of the promotional mix have as their common objective the successful sale of a product or service

Sales Promotions in International Markets

Cents-offIn-Store DemonstrationsSamplesCouponsGiftsSales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperationExamples of sales promotion include:Sales promotions are short-term efforts directed to the consumer or retailer to achieve such specific objectives as consumer-product trial or immediate purchase

6.Product Tie-Ins7.Contests8.Sweepstakes 9.Sponsorship of Special Events,10.Point-Of-Purchase Displays

International Advertising

Decisions involving advertising are those most often affected by cultural differences among country markets

Consumers respond in terms of their culture, its style, feelings, value systems, attitudes, beliefs, and perceptions

Advertisings function is to interpret the qualities of products in terms of consumer needs, wants, desires, and aspirations, the emotional appeals, symbols, and persuasive approaches

Reconciling an international advertising campaign with the cultural uniqueness of markets is the challenge confronting the international or global marketer

International Advertising (Contd.)

Perform marketing research Specify the goals of the communication Develop the most effective message(s) for the market segments selected Select effective media Compose and secure a budget Execute the campaign, and Evaluate the campaign relative to the goals specifiedThe basic framework and concepts of international advertising includethe following seven steps:

Global Advertising and the Communications Process

An information source.An international marketing executive with a product message to communicateEncoding.The message from the source converted into effective symbolism for transmission to a receiverA message channel.The sales force and/or advertising media that convey the encoded message to the intended receiverDecoding.The interpretation by the receiver of the symbolism transmitted from the information sourceReceiver.Consumer action by those who receive the message and are the target for the thought transmittedFeedback.Information about the effectiveness of the message that flows from the receiver (the intended target) back to the information source for evaluation of the effectiveness of the processNoise.Uncontrollable and unpredictable influences such as competitive activities and confusion that detract from the process and affect any or all of the other six stepsThe international communications process consists of the following seven steps:

Global Advertising and the Communications Process

Legal Constraints

Advertising campaigns must comply with legal regulations around the worldComparative advertising is heavily regulated in other parts of the world A variety of restrictions on advertising of pharmaceuticals is restricted in many countriesAdvertising on television is strictly controlled in many countries, e.g., in Germany, for example, commercials must be spaced at least 20 minutes apart and total ad time may not exceed 12 minutes per hour. Commercial stations in the United Kingdom are limited to 7 minutes per hour

Linguistic Limitations

Advertising from culture does not often translate well in another culture due to differences in languages and dialects

EXAMPLESThe Bacardi wanted to sell the drink in Germany called Pavane, but it is perilously close to pavian, which means baboon (monkey) A company marketing tomato paste in the Middle East found that in Arabic the phrase tomato paste translates as tomato glue In Spanish-speaking countries words have different meanings. The word ball translates in Spanish as bola, which means ball in one country, revolution in another, a lie or fabrication in another, and is an obscenity in yet anotherEven pronunciation causes problems: Wrigley had trouble selling its Spearmint gum in Germany until it changed the spelling to Speermint

Constraints to Advertising CampaignsThere are many problems in communicating a firms product offerings to its various target markets around the world. Some of these include:

Cultural Diversity: Ad campaigns and product brand names being communicated may mean different things to different cultures

Media Limitations: in some underdeveloped countries, there is a shortage of advertising media such as radio stations, print media (newspapers, magazines), and television stations, cable TV, and satellite TV

Production and Cost Limitations: In some markets costs are prohibitive to advertise on conventional advertising media; other countries may have low quality paper to print advertising

Constraints to Advertising Campaigns

Coverage: In large, less developed countries advertising media such as television may not be geographically dispersed

Lack of Market Data: This makes it difficult to reach specific target markets

Direct Mail: Even if direct mail is available, it may not work due to high illiteracy rates in some countries

7.The Internet:Though advertising via the internet is fast increasing, the WWW is not widely available in many countries where computers are considered expensive