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Published byKenneth Bryan Modified over 9 years ago
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Global Marketing Communications
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Global Attitudes Towards Advertising
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When is Globalization Appropriate? F Brands that can be adapted for a visual appeal F Brands that are promoted with image campaigns that play to universal appeals F High-tech products and new products coming to the world for the first time F Products with nationalistic flavor F Products that appeal to a market segment with universally similar tastes, interests, needs and values © The McGraw-Hill Companies, Inc., 1998 Irwin/McGraw-Hill Slide 20-4
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Standardizing Advertising: It’s All about degree Think Globally Act Locally
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Standardized Advertising: It’s all about DEGREE The Chameleon F An advertising strategy with different meanings in different cultures, but with positive associations for the target audience in all of them. F When this happens, it can be a truly global campaign.
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Marlboro Man Saudi ArabiaFrance
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Marlboro Man TurkeySingapore
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Marlboro Man Germany Sweden
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Marlboro Man Latin America US (circa 1988): no logo needed
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Coca Cola Light/Diet Coke F Coca Cola Light campaign "Just for the Taste of It" was used in many different countries, the execution of that strategy was tailored to cultural differences.
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France: cooling offFrance: hugging Coca Cola Light/Diet Coke
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France: cooling offKorea: behind the back
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Coca Cola Light/Diet Coke Thailand: red & white
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Standardizing advertising strategy across countries while the execution is modified to fit in with local cultural mores. Drakkar Noir USA – “Feel the Power”
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Drakkar Noir French VersionSpanish VersionSaudi Arabia
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Communicating with World Consumers Legal and Tax Considerations Language Limitations Cultural Diversity Media Limitations Production and Cost Limitations Challenges
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Creative Challenges of Global Advertising Legal and Tax Considerations Legal Comparative Advertising No - Germany Indirect - U.K., Spain, Ireland, Portugal Heavily regulated in Asia Amount of advertising Kuwait - 32 minutes per day Taxation on advertising Britain, France and Australia Austria - Huge taxes on print and t.v. - Cinema advertising 11% of ad revenue per year
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l Phonetic Problems with Brand Names Bardok in Russia Big John In French -speaking Canada - Gros Jos l Translations Intent Translation -Stepping Stone-Stumbling Block -Car Wash-Car Enema -Highly Rated-Over Rated Symbols - Owl-Bad Luck in India - Airline Log in Australia - EMU Language Limitations
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F Function of Advertising: –Interpret or translate the need/want satisfying qualities of product and services in terms of consumer needs, wants, desires, and aspirations. –Emotional appeals, symbols, persuasive approaches etc.must coincide with cultural norms to be effective. Cultural Diversity
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F General Mills Cake Mixes –US and UK u Homemaker’s guilt –Japan u Don’t eat cakes u Concerned about failing u Easy as rice F Subcultures Cultural Diversity
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Localization France Sweden
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Japan United Kingdom
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Latin America Japan
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Advertising as a Mirror Individualism vs. Collectivism Germany: man diving South Africa: cigarette party
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Latin America: footprint in the sand Taiwan: Samsonite suitcase ad
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Korean: nutritional supplement and the family France: birds of a flock
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Brazil: soccer players United Kingdom: shark Pakistan: "Rhythm Wythm" Gender Roles
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F Availability –Political position –Literacy rates - selective F Cost –Media costs subject to negotiation –Agent discounts split with client F Coverage –National vs. regional –Fragmented Media Limitations
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Media Selection Newspapers Magazines Radio & Television Satellite and Cable Television Direct Mail Other Media
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Household Penetration of Cable, Satellite, and Internet Top 10 Media Markets 1997 SOURCE: Abstracted from: “Top Global Advertising Market” Ad Age International May 1997. p. 17.
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Tactical Considerations Availability Cost Coverage Lack of Market Data Media Planning & Analysis
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Other Forms of Communication F Sales Promotions F Event Sponsorships F Trade Shows F Direct Marketing F Public Relations
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