1. INTERNATIONAL MARKETING MANAGEMENT INTERNATIONAL PROMOTION
SESSION 11:
INTERNATIONAL PROMOTION 1

2. PROMOTION: BARRIERS TO STANDARDIZATION
CUSTOMER RESPONSE
Language, Literacy
Perception, Association and Symbolism
MEDIA
Media Availability and Reach
Media Cost Effectiveness
REGULATION
Message and Budget Restrictions
Regulation of In-Store Promotions, Direct Marketing, Sampling, etc. 2

3. 3

4. COPY THEME Same Worldwide Local Execution Unique Umbrella Modified/
GLOBAL ADVERTISING CAMPAIGNS
COPY THEME
Same Worldwide
Local Execution
Unique
Umbrella
Modified/
Adapted
Different
(BA, Pepsi)
(Reebok)
(Pattern Standardization:
Xerox, Walls/Good Humor)
(Prototypes:
Drakkar, Now) 4

5. STANDARDIZED ADVERTISING CAMPAIGNS
BENEFITS
Significant Cost Savings
Uniform Image (Synergies)
Use of Good Ideas
International Customers
BUT
Difficulty of Finding Universal Appeals 5

6. ADAPTATION OF ADS IN MIDDLE EAST (e.g. of Prototype Campaign)6

7. Few cases of “pure” global advertising campaigns
CONCLUSIONS
Few cases of “pure” global advertising campaigns
Difficulty of finding universal appeals
Visual as well as verbal cues need translation
BUT
Growth of regional/global media (facilitates targeting global segments)
 Adoption of Glocal Campaigns
Use of core theme with local adaptation
Umbrella campaigns plus local promotion 7