Advertising and Sales Promotions in International Markets

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Presentation transcript:

Advertising and Sales Promotions in International Markets Global, pattern and local campaigns Creative aspects of advertising planning Media aspects of advertising planning Advertising agencies

International Advertising Decisions Global Advertising Pattern Advertising – plan globally, revise locally Pan-European Advertising – attempt to provide a common message for all of Europe. Completely Localized Advertising – allow completely separate advertising for each country

Creative Issues in Advertising Planning Legal issues - e.g., Malaysian prohibitions on alcohol & tobacco promotions Language issues - translations, multiple languages; e.g., Malaysia Bahasa Malaysia, English, Mandarin, Tamil Cultural issues - products not always used in the same way; cake in Japan/U.K., laundry soap in Mexico. Different approaches to advertising creativity (“mood” vs. “benefits)

Cultural Differences between U.S. & Japanese Advertising US Advertising Get facts straight Interested in what is spoken Product is “star” Clear expression Japanese Advertising Unspoken agreement Interested in who is speaking Product stays behind the scene Suggestion & verbal subtlety

Media: Tactical Considerations Availability Cost Coverage Lack of Market Data

Canadian Radio-Television & Telecommunications Commission (CRTC) Media issues in Canada Canadian Radio-Television & Telecommunications Commission (CRTC) Rules on programming content: Radio: 30% of all music per week = Canadian TV: 60% Canadian over year 50% Canadian evening (6 pm - midnight) Problem: Canadian content TV brings in fewer viewers (less advertising revenue)

Media Selection l Newspapers l Magazines l Radio & Television l Satellite and Cable Television l Direct Mail l Other Media

Global Advertising Markets by Percentage Spending in Advertising Media (est. 2000) United States Brazil Source: Ad Age Dataplace www.adage.com Germany

Tech Penetration (2000) Source: Ad Age Dataplace www.adage.com

Print media in global markets (2000) Source: Ad Age Dataplace www.adage.com

Advertising Agencies Completely local Company-owned (“do-it-yourself”) Multinational (1999): Dentsu Inc. (Japan) - Canon (24), Nestle (7), Sony (8) McCann-Erickson (U.S.) - Black & Decker (26), Del Monte (5), Gillette (48), Coca-Cola (49) Publicis/Saatchi & Saatchi (Paris/U.K.) - VISA (29), Sony (24), P&G (46), Hewlett-Packard (37) (# of countries) Source: adageglobal.com