Chapter 9 Advertising Planning: An International Perspective
International Advertising Advertising that crosses national and cultural boundaries Important issue: Cultures not nations define advertising messages Ch 9: International 2
International Advertising Spending (billions) 2000 population (millions) Top Ad Category Top TV Program Ad Rate for Top Show (000) USA $147.1 281.4 Automotive Survivor $200 Japan 39.7 127.9 Cosmetics Hero 150 (2 spots) Germany 20.7 82.9 Mass Media Millionaire 72 UK 16.5 59.5 Finance Coronation St. 147 France 10.7 59.7 Retail Julie Lescaut 83 Italy 8.4 57.9 Telecomm San Remo 109 S. Korea 6.4 47.7 Computers Three Friends 5 Ch 9: International 3
Overcoming Cultural Barriers Barriers to successful international advertising Ethnocentrism Tendency to view and value things through one’s own culture Self-Reference Criterion (SRC) Unconscious reference to own cultural values, experiences, and knowledge to make decisions Ch 9: International 4
Cross-Cultural Audience Research Economic conditions (LDC, NIH, HIC) Demographic characteristics Values Custom and ritual Product use and preferences Ch 9: International 5
Executing Advertising Worldwide The Creative Challenge The Media Challenge The Regulatory Challenge Ch 9: International 6
Creative Challenge Written and spoken language Translation difficulties Culture-bound picturing Assumptions and inferences Identifying cross-cultural icons Ch 9: International 7
Media Challenges Availability and coverage Costs and Pricing Not all media are pervasive Some ads are not acceptable Local knowledge is important for print Costs and Pricing Rates must be negotiated Global coverage is expensive Bidding can escalate prices further Ch 9: International 8
Regulatory Challenges What are the . . . Products that can be advertised? Appeals that can be used? Times that products may be promoted? Rules regarding foreign language use? Restrictions on using national symbols? Taxes levied against advertising? Ch 9: International 9
Regulatory Challenges Can you use: Ads directed to children? Foreign languages in ads? National symbols in ads? Advertising may be taxed Ch 9: International 10
International Agency Options Global Agency Greater integration Economies of scale Local agency Highly localized Execution risks International affiliates Local market expertise Cultural adaptation Ch 9: International 11
Ad Campaigns: Global versus local Global Campaigns Message Market A B C Local Campaigns Message 1 Message 2 Message 3 Ch 9: International 12
Why can Jack Daniels’s use a global ad campaign when other advertisers often cannot?
Trends Promoting Global Advertising Global communications The global teenager Universal demographics and lifestyle trends Americanization of consumption values Ch 9: International 14
McDonalds uses an “international” rather than “global” advertising strategy as evidenced by this ad. What’s the difference between the the two?