1. Chapter Twelve Managing Global Advertising

2. Copyright © Houghton Mifflin Company. All rights reserved.12 - 2 Figure 12.1: Global Advertising

3. Copyright © Houghton Mifflin Company. All rights reserved.12 - 3 Challenges in Global Advertising Overcoming the Language Barrier Overcoming the Cultural Barrier The Impact of Regulations on Global Advertising

4. Copyright © Houghton Mifflin Company. All rights reserved.12 - 4 Selecting a Global Advertising Theme Standardization Versus Customization –Advantages of Standardizing Global Advertising –Requirements for Standardized Campaigns

5. Copyright © Houghton Mifflin Company. All rights reserved.12 - 5

6. Copyright © Houghton Mifflin Company. All rights reserved.12 - 6 Standardization versus Adaptation

7. Copyright © Houghton Mifflin Company. All rights reserved.12 - 7 Selecting an Advertising Theme (cont’d) Special Regional Topics in Global Advertising –Advertising in the Japanese Market –Advertising in China –The Advertising Environment in Eastern Europe

8. Copyright © Houghton Mifflin Company. All rights reserved.12 - 8 Cultural Considerations – Japanese and American Differences Indirect rather than direct forms of expression are preferred in the messages There is often little relationship between ad content and the advertised product Only brief dialogue or narration is used in television commercials, with minimal explanatory content Humor is used to create a bond of mutual feelings Famous celebrities appear as close acquaintances or everyday people Priority is placed on company trust rather than product quality The product name is impressed on the viewer with short, 15-second commercials

9. Copyright © Houghton Mifflin Company. All rights reserved.12 - 9 Cultural Considerations

10. Copyright © Houghton Mifflin Company. All rights reserved.12 - 10 Global Advertising Global Media Strategy Media Availability

11. Copyright © Houghton Mifflin Company. All rights reserved.12 - 11 Global Advertising (cont’d) Global Media Habits

12. Copyright © Houghton Mifflin Company. All rights reserved.12 - 12 Source: World Development Report 2002: Building Institutions for Markets by World Bank. Copyright © 2002 by International Bank for Reconstruction and Development; The World Bank. Used by permission of Oxford University Press, Inc. Figure 12.2: Media Penetration Rates by Region and by OECD Compared with Non-OECD Countries

13. Copyright © Houghton Mifflin Company. All rights reserved.12 - 13 Global Advertising (cont’d) Technology and the Emergence of New Communications Channels –Online Advertising Channels

14. Copyright © Houghton Mifflin Company. All rights reserved.12 - 14 Source: Ad Age Global, November 2000. Reprinted with permission from Ad Age Global. Copyright, Crain Communications, Inc. 2000.

15. Copyright © Houghton Mifflin Company. All rights reserved.12 - 15

16. Copyright © Houghton Mifflin Company. All rights reserved.12 - 16 Global Advertising (cont’d) –Cable TV –Mobile Devices –Scheduling Global Advertising

17. Copyright © Houghton Mifflin Company. All rights reserved.12 - 17 Organizing the Global Advertising Effort Advertising Agency Selection –Working with Domestic Agencies –Working with Local Agencies –Working with Global Affiliates in Local Markets –Working with Global Advertising Networks

18. Copyright © Houghton Mifflin Company. All rights reserved.12 - 18 Source: Reprinted with permission from Advertising Age International. Copyright, Crain Communications, Inc. 1999.

19. Copyright © Houghton Mifflin Company. All rights reserved.12 - 19

20. Copyright © Houghton Mifflin Company. All rights reserved.12 - 20

21. Copyright © Houghton Mifflin Company. All rights reserved.12 - 21 Organizing the Global Advertising Effort (cont’d) Coordinating Global Advertising –External Factors Affecting Advertising Coordination –Internal Factors Affecting Advertising Coordination

22. Copyright © Houghton Mifflin Company. All rights reserved.12 - 22 Source: Reprinted with permission from Advertising Age International. Copyright, Crain Communications, Inc. 2000. Generic Global Advertising Strategies

23. Copyright © Houghton Mifflin Company. All rights reserved.12 - 23 Source: Reprinted with permission from Advertising Age International. Copyright, Crain Communications, Inc. 2000.