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 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

7. Copyright © Houghton Mifflin Company. All rights reserved.12 - 7 Global Advertising Global Media Strategy Media Availability

8. Copyright © Houghton Mifflin Company. All rights reserved.12 - 8 Global Advertising (cont’d) Global Media Habits

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

10. Copyright © Houghton Mifflin Company. All rights reserved.12 - 10 Global Advertising (cont’d) Technology and the Emergence of New Communications Channels –Online Advertising Channels

11. Copyright © Houghton Mifflin Company. All rights reserved.12 - 11 Source: Ad Age Global, November 2000. Reprinted with permission from Ad Age Global. Copyright, Crain Communications, Inc. 2000.

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

13. Copyright © Houghton Mifflin Company. All rights reserved.12 - 13 Global Advertising (cont’d) –Cable TV –Mobile Devices –Scheduling Global Advertising

14. Copyright © Houghton Mifflin Company. All rights reserved.12 - 14 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

15. Copyright © Houghton Mifflin Company. All rights reserved.12 - 15 Source: Reprinted with permission from Advertising Age International. Copyright, Crain Communications, Inc. 1999.

16. Copyright © Houghton Mifflin Company. All rights reserved.12 - 16

17. Copyright © Houghton Mifflin Company. All rights reserved.12 - 17

18. Copyright © Houghton Mifflin Company. All rights reserved.12 - 18 Organizing the Global Advertising Effort (cont’d) Coordinating Global Advertising –External Factors Affecting Advertising Coordination –Internal Factors Affecting Advertising Coordination

19. Copyright © Houghton Mifflin Company. All rights reserved.12 - 19 Source: Reprinted with permission from Advertising Age International. Copyright, Crain Communications, Inc. 2000. Generic Global Advertising Strategies

20. Copyright © Houghton Mifflin Company. All rights reserved.12 - 20 Source: Reprinted with permission from Advertising Age International. Copyright, Crain Communications, Inc. 2000.