Basic Model of Communication

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Presentation transcript:

Basic Model of Communication International Marketing Communication Decisions Source/ Sender Encoding Message/ Channel Decoding Receiver Noise Feedback Response Basic Model of Communication

International Communication Process Cultural Context A Cultural Context B Message channel Encoding Advertising Media and or personal sales force Message translated into appropriate meaning Noise Competitive acti-vities, other sales-people, confusion and so on Decoding Encoded message interpreted into meaning Feedback Information source Evaluation of communications process and measure of action by receiver Receiver Markerer with a product Action by consumer responding to decoded message

Globalized vs. Localized Campaigns Globalized campaigns Localized campaigns Pattern campaign

Coca-Cola: “Pattern Advertising” Basic approach Specific communication strategy Specific Audience Local adjustments Words and the lyrics are translated Basic adjustments made to the copy Visual adjustments made to the copy

International Advertising Campaigns Standardization whenever possible When do you know it is possible and how to do it? Adaptation whenever necessary When do you know it is necessary and how to do it?

Cross-Cultural Audience Research 1. Economic conditions (LDC, NIC, HIC) 2. Demographic characteristics 3. Values 4. Custom and ritual 5. Product use and preferences

Creative Challenges in Global Ads Written and spoken language Quite literal translations Culture-bound picturing Assumptions and inferences Identifying cross-cultural icons

Media Challenges in Global Advertising 1. Availability and Coverage: 2. Costs and Pricing:

Regulatory Challenges for Global Ads The types of products that can be advertised The types of appeals that can be used The times that certain products may be promoted Advertising to children The use of foreign languages in advertisements The use of national symbols in advertisements The taxes levied against advertising expenditures

International Agency Options The global agency The local agency International affiliates