International Marketing © Thomson/South-Western ChapterChapter International Marketing Communication Understand the steps involved in developing an advertising campaign and the advertising themes 9

International Marketing © Thomson/South-Western Chapter 9 Slide 2 ADVERTISING advertising any form of paid, non-personal communication YDImM - top ads YDImM

International Marketing © Thomson/South-Western Chapter 9 Slide 3 ADVERTISING (continued) Steps for developing an advertising campaign are: 1. Identify target audiences 2. Set communication goals 3. Develop advertising budget 4. Develop media strategy

International Marketing © Thomson/South-Western Chapter 9 Slide 4 ADVERTISING (continued) 5. Create advertisements 6. Develop media schedule 7. Implement the plan 8. Evaluate campaign effectiveness

International Marketing © Thomson/South-Western Chapter 9 Slide 5 Identify Audiences Differences in audience need, habits, & social norms will require advertisements to be customized to target audiences.

International Marketing © Thomson/South-Western Chapter 9 Slide 6 Set Goals Communication goals need to support the promotional campaign goals & Need to identify if advertisements need to inform, persuade or remind target customer of company’s products.

International Marketing © Thomson/South-Western Chapter 9 Slide 7 Develop Budget Advertising budget is part of overall promotional budget

International Marketing © Thomson/South-Western Chapter 9 Slide 8 Develop Media Strategy Based on promotional goals, available media, media characteristics, a culture’s media habits, & any regulatory restrictions Choices include: Broadcast Print Outdoor Electronic

International Marketing © Thomson/South-Western Develop Media Strategy (cont.) Important to understand preferred media usage for each target audience: TV - dominant in Japan Radio - depends on number of stations & number of radios (U.S. has most) Newspapers - preferred in developing countries New technologies (Internet, TiVo, Smart Phones) are changing viewing patterns Chapter 9 Slide 9

International Marketing © Thomson/South-Western Develop Media Strategy (cont.) Product placement companies pay to have their products placed into some other media outlet (BMW cars in James Bond movies) Publicity free communication through media using news releases & press conferences Chapter 9 Slide 10

International Marketing © Thomson/South-Western Chapter 9 Slide 11 CREATE ADVERTISEMENTS organizational ads promote a company or an entity based on its brand image product ads promote a single product advertising theme organizes the design of an advertisement & helps to focus communication efforts

International Marketing © Thomson/South-Western Chapter 9 Slide 12 CREATE ADVERTISEMENTS (continued) Advertising themes may include: Directness vs. indirectness Many U.S. companies design ads that directly emphasize why someone should buy a product. Many cultures feel that directly telling people they should buy a product is arrogant & use a more indirect ad. Comparative advertising Used when one company compares their product to another company’s product. Illegal in many countries

International Marketing © Thomson/South-Western CREATE ADVERTISEMENTS (continued) Advertising themes may include (cont): emotional appeals vs. sophistication The U.S. uses many emotional ads. Europeans expect more sophistication in their ads. An international marketer needs to be mindful of the cultural differences humor international marketers must be careful when using humor due to cultural differences Chapter 9 Slide 13

International Marketing © Thomson/South-Western CREATE ADVERTISEMENTS (continued) Advertising themes may include (cont): gender roles vary considerably across cultures—some countries have strict cultural norms for male and female roles popular vs. traditional culture consumers in some countries do not view popular culture favorably Chapter 9 Slide 14

International Marketing © Thomson/South-Western Chapter 9 Slide 15 Develop Media Schedule Media schedule Calendar that lays out when ads will play & in which media Typically begin with TV ads to create awareness of a new product Follow by print ads to generate more interest

International Marketing © Thomson/South-Western Chapter 9 Slide 16 Implement & Evaluate Plan After media strategy has been planned, it must be carried out & evaluated. Difficult to evaluate advertising effectiveness Hard to track consumer buying behavior in developing countries