Global Marketing Management Masaaki Kotabe & Kristiaan Helsen Second Edition John Wiley & Sons, Inc., 2001 Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

Communicating with the Chapter 14 Communicating with the World Customer Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

Kotabe & Helsen's Global Marketing Management, Second Edition Chapter Overview 1. Global Advertising and Culture 2. Setting the Global Advertising Budget 3. Creative Strategy 4. Global Media Decisions 5. Advertising Regulations 6. Choosing an Advertising Agency 7. Coordinating International Advertising Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

Chapter Overview (contd.) 8. Other Communication Tools 9. Globally Integrated Marketing Communications Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

Kotabe & Helsen's Global Marketing Management, Second Edition Introduction There are many cultural challenges that advertisers face in global marketing. Global advertising encompasses areas such as advertising planning, budgeting, resource allocation issues, message strategy, and media decisions. Other areas include: local regulations, advertising agency selection, coordination of multi-country communication efforts and regional and global campaigns. Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

1. Global Advertising and Culture Language Barriers Language is one of the most formidable barriers in global marketing. Three types of translation errors: Simple carelessness Multiple-meaning words Idioms Other Cultural Barriers Religion Cultural traps/cultural dimensions Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

1. Global Advertising and Culture (contd.) Geert Hofstede’s cultural grid can be used to assess the appropriateness of comparative advertising campaigns (see Exhibit 14-2). The five cultural dimensions include: Power distance Uncertainty avoidance Individualism Masculinity Long-termism Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

2. Setting the Global Advertising Budget Percentage of Sales Competitive Parity Objective-and-Task Method Resource Allocation Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

Kotabe & Helsen's Global Marketing Management, Second Edition 3. Creative Strategy The Standardization versus Adaptation Debate Merits of Standardization Scale Economies Consistent Image Global Consumer Segments Creative Talent Cross-Fertilization Barriers to Standardization Cultural Differences Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

3. Creative Strategy (contd.) Advertising Regulations Market Maturity “Not-Invented-Here” (NIH) Syndrome Approaches to Creating Advertising Copy Export Advertising Global Prototype Advertising Pattern Standardization Advertising Modular Approach Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

4. Global Media Decisions Media Infrastructure Media Limitations Recent Developments in the Global Media Landscape Growing commercialization and deregulation of mass media Shift from radio and print to TV advertising Rise of global media Growing importance of multimedia advertising tools Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

4. Global Media Decisions (contd.) Improved monitoring Improved TV-viewership measurement Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

5. Advertising Regulations Vice Products and Pharmaceuticals Comparative Advertising Content of Advertising Message Advertising Toward Children Other Advertising Regulations: Use of advertising in the local language Tax on ad spending Strategies to deal with advertising regulations: Keep track of regulations and pending legislation Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

5.Advertising Regulations (contd.) Lobbying activities Challenge regulations in court Adapt marketing mix strategy Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

6. Choosing an Advertising Agency In selecting an ad agency, the international marketer has several options: 1. Work with the agency that handles the advertising in the firm’s home market. 2. Pick a purely local agency in the foreign market. 3. Choose the local office of a large international agency. 4. Select an international network of ad agencies that spans the globe. Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

6. Choosing an Advertising Agency (contd.) When screening ad agencies, the following set of criteria can be used: Market coverage Quality of coverage Expertise with developing a central international campaign Scope and quality of support services Desirable image (“global” versus “local”) Size of the agency Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

6. Choosing an Advertising Agency (contd.) Conflicting accounts Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

7. Coordinating International Advertising Monetary Incentives (cooperative advertising) Advertising Manuals (brand book) Lead-Country Concept Global or Pan-Regional Meetings: Six guidelines to implement a global or pan-regional advertising approach include: 1. Top management must be dedicated to going global. 2. Use a third party (e.g., the ad agency) to help sell key managers the benefits of a global Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

7. Coordinating International Advertising (contd.) advertising approach. 3. A global brief based on cross-border consumer research can help persuade managers to think in terms of global consumers. 4. Find product champions and give them a charter for the success of the global marketing program. 5. Convince local staff that they have an opportunity in developing a global campaign. Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

7. Coordinating International Advertising (contd.) 6. Get local managers on the global marketing team -- have them do the job themselves. Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

8. Other Forms of Communication Sales Promotions: Sales promotion refers to a collection of short-term incentive tools that lead to quicker and/or larger sales of a particular product by consumers or the trade. Rationales explaining the local character of promotions: Economic development Market maturity Cultural perceptions Trade structure (pull vs. push promotions) Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

8. Other Forms of Communication (contd.) Government regulations Direct Marketing Event Sponsorships Trade Shows: When attending an international trade show, the following guidelines might prove useful: Decide on what trade shows to attend at least a year in advance. Prepare translation of product materials, price lists, selling aids. Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

8. Other Forms of Communication (contd.) Bring plenty of literature. Bring someone who knows the language or have a translator. Send out, ahead of time, direct-mail pieces to potential attendees. Find out the best possible space. – for instance, in terms of traffic. Plan the best way to display your products and to tell your story. Do your homework on potential buyers from other countries. Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

8. Other Forms of Communication (contd.) Assess the impact of trade show participation on the company’s bottom line. Performance benchmarks may need to be adjusted when evaluating trade show effectiveness in different countries since attendees might behave differently. Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

9. Globally Integrated Marketing Communications (GIMC) Integrated Marketing Communications (IMC): IMC coordinates different communication vehicles – mass advertising, sponsorships, sales promotion, packaging, point-of-purchase displays, so forth. Globally Integrated Marketing Communications (GIMC): GIMC is a system of active promotional management that strategically coordinates global communications in all of its component Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

9. Globally Integrated Marketing Communications (GIMC) parts, both horizontally (country-level) and vertically (promotion tools). Chapter 14 Kotabe & Helsen's Global Marketing Management, Second Edition

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