16- 0 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 16 The Global Advertising and Promotion Effort

16- 1 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Global Advertising Pattern Advertising World Brands Pan-European Advertising Global Market Segmentation

16- 2 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Creative Challenges of Global Advertising Legal and Tax Considerations Language Limitations Cultural Diversity Media Limitations Production and Cost Limitations

16- 3 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Tactical Considerations Availability Cost Coverage Lack of Market Data Media Planning & Analysis

16- 4 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Media Selection Newspapers Magazines Radio & Television Satellite and Cable Television Direct Mail Other Media

16- 5 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Household Penetration of Cable, Satellite, and Internet Top 10 Media Markets 1997 SOURCE: Abstracted from: “Top Global Advertising Market” Ad Age International May p. 17.

16- 6 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill The International Communications Process Message translated into appropriate meaning Markerer with a product Information source Competitive acti- vities, other sales- people, confusion and so on Evaluation of communications process and measure of action by receiver Advertising Media and or personal sales force Action by consumer responding to decoded message Encoded message interpreted into meaning Noise Feedback Message channel Decoding Receiver Encoding Cultural Context A Cultural Context B

16- 7 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Misfires in Advertising Phonetic Problems with Brand Names - Bardok (Sounds like Brothel in Russian) - Coca Cola (Sounds like bite the Wax Tadpole) - Misair (Sounds like Misery in French) Translations Intent Translation -Stepping Stone-Stumbling Block -Car Wash-Car Enema -Highly Rated-Over Rated Symbols - Owl-Bad Luck in India Other Countries make mistakes too - Zit(Chocolate from Germany) - Koff(Beer)