1. Promotional Mix There’s more to promotion than advertising: Publicity & Events Personal Selling Sales Promotion – trade shows, sponsorships, merchandising

3. Creative Issues in Advertising Planning Legal issues - e.g., Malaysian prohibitions on alcohol & tobacco promotions Language issues - translations, multiple languages; e.g., Malaysia Bahasa Malaysia, English, Mandarin, Tamil Cultural issues - products not always used in the same way; cake in Japan/U.K., laundry soap in Mexico. Different approaches to advertising creativity (“mood” vs. “benefits)

4. Cultural Differences between U.S. & Japanese Advertising Japanese Advertising Unspoken agreement Interested in who is speaking Product stays behind the scene Suggestion & verbal subtlety US Advertising Get facts straight Interested in what is spoken Product is “star” Clear expression

5. Availability Cost Coverage Lack of Market Data Media: Tactical Considerations

6. Media issues in Canada Canadian Radio-Television & Telecommunications Commission (CRTC) Rules on programming content: Radio: 30% of all music per week = Canadian TV: 60% Canadian over year 50% Canadian evening (6 pm - midnight) Problem: Canadian content TV brings in fewer viewers (less advertising revenue)

7. Media Selection l Newspapers l Magazines l Radio & Television l Satellite and Cable Television l Direct Mail l Other Media

8. Global Advertising Markets by Percentage Spending in Advertising Media (est. 2000) United States Germany Brazil Source: Ad Age Dataplace www.adage.com

9. Advertising Agencies Completely local Company-owned (“do-it-yourself”) Multinational (1999): –Dentsu Inc. (Japan) - Canon (24), Nestle (7), Sony (8) –McCann-Erickson (U.S.) - Black & Decker (26), Del Monte (5), Gillette (48), Coca-Cola (49) –Publicis/Saatchi & Saatchi (Paris/U.K.) - VISA (29), Sony (24), P&G (46), Hewlett-Packard (37) (# of countries) Source: adageglobal.com