1. 9.02 International Advertising
Understand the steps involved in developing an advertising campaign and the advertising themes

2. 9.1 Review Promotional Campaign Step What does that mean? 1
Identify Target Audiences
May have multiple target audiences that are different than American target
20 – 45, Educated, White Collar, Lives in warm weather near beach
Highly Skilled, Blue Collar, Lives in Warm weather in Urban area 2
Set Communication Goals
What do you want communicated about your product to the target
Reliable, Sporty, Sophisticated, Safe, etc.. 3
Develop a Promotion Budget
Set your budget based on:
What your competition does, % of your sales, Spend as much as possible, or objective & task (ideal)
(Predict the amount of promotion needed to reach goal) 4
Develop a Media Strategy
Promotional Media are the tools you select to carry your message. Broadcast, print, outdoor, Online, & SMS 5
Select a Promotional Mix
Advertising, Personal Selling, Public Relations, & Sales Promos. Use a variety to be effective (Remind, Inform, & Persuade). 6
Implement the Plan
May hire local ad agencies for help with media strategies, selecting promotional mix methods, & implementing the plan 7
Evaluate Campaign Effectiveness
Use market research to determine effectiveness. May be hard.

3. 9.2: International Advertising
Advertising: any form of paid, non-personal communication
Creates Interest & Awareness
Goal is to create desire & obtain action (Usually done in personal selling)
Part of promotional mix
Used in combination with other mix components
Sales Promotions, PR, & Personal Selling
2/3 of advertising is Business – Consumer in established markets
In Growing International Markets its about business to business

4. Types of Advertising
Commercials:
Guerilla Advertising
Magazine Ads

5. Billboards

6. Magazine Ad

7. Transit Ads

8. Eight Steps of an Advertising Campaign
Step #1: Identify Target Audiences
Larger companies will create a standardized profile (Global Target)
Localize content to match culture.
Must create ads that meet the needs, norms, & habits of your country.
Example: Coffee in America is on the go
In Europe it is café based, more social, cars don’t have cup holders.
Step #2: Set Communication Goals
Individual ads are created to support overall goal of campaign
New product in new market will require advertising to create awareness (More informative)
If product is existing, then reminder ads are used

9. Eight Steps of an Advertising Campaign
Step #3: Develop an Advertising Budget
Set your budget based on:
What your competition does
Percentage of your sales
Spend as much as possible
Objective & task (ideal method)
Predict the amount of promotion needed to reach goal
Companies need to know the amount that will equal effectiveness

10. Eight Steps of an Advertising Campaign
Step #4: Develop a Media Strategy
Based on Promotional Goals, Available Media, Media Characteristics, A cultures Media Habits, & Any regulatory restrictions
In Developed Countries, marketers have more options to advertise
Examples: Broadcast, print, outdoor, Online, & SMS
In Developing Countries your options are minimized
Need to understand the preferred media usage of your country & your target audience
Japan has largest television market
United Sates has largest radio (China has very low)
Developing countries use Newspapers (India)

11. Eight Steps of an Advertising Campaign
Step #5: Create the Advertisements
Know your media characteristics
Advertising Example:
Broadcast & Print Ads can carry a short message
Outdoor Ads are done to remind due to short exposure
Know Media Habits around the world
Internet is more popular
Netflix, DVR, & Online Streaming are changing viewing habits
Companies have to create promotions that are versatile
MTV sells ad space that can be seen on tv, internet, cell phones, & video games
Product Placement: (tv)
(video)
Publicity: Free communication through the media
PR specialists send news releases to media outlets

12. Eight Steps of an Advertising Campaign
Step #6: Develop a Media Schedule
Media Schedule: A calendar that lays out when ads will play & in which media
Helps track media exposure
Example of Media Schedule for BMW
Begin with a television ad to make target audience aware of the new model
Ad will air on multiple networks, at multiple times to ensure it is seen
Once awareness occurs, Print Ads are created to build interest
Sales Promotions (Coupons, Personal Appearance, In Store Demonstrations, etc…) are done to create action

15. Eight Steps of an Advertising Campaign
Step #7: Implement the Plan
Once ad campaign is planned it gets carried out
Step #8: Evaluate the Plan
Difficult to measure the effectiveness of a campaign
Traditional media measures are easier to track in developed countries (Nielsen's Ratings)
Electronic Media is beneficial because it can track individual behavior

16. Create Advertisements
There are two main types of advertisements:
Organizational Ads: Promote a company or entity & its brand image
NFL:
Product Ads: Ads that promote a single product
Advertisements are often built around a theme
Advertising Theme: Organizes the design of an advertisement & helps to focus communication efforts
Direct v. Indirect
Comparative Advertising
Emotional appeals v. Sophistication
Humor
Gender Roles
Popular v. Traditional Culture

17. Advertising Theme: Direct v. Indirect
Directly tell the viewer your product is better
Can be viewed as arrogant in some cultures
Indirect:
Indirectly tell the consumer why your product is better

18. Advertising Theme #2: Comparative Advertising
Directly comparing one product to another
Comparative ads are illegal in some countries
Viewed as bragging
Not used on products you want to be viewed as unique

19. Advertising Theme #3: Emotional Appeals v. Sophistication
American companies use emotional appeals to promote their products
European countries focus on sophistication to promote products
Higher quality products

20. Advertising Theme #4: Humor
Humor is common in the United States
International Marketers must be careful when using humor
What is funny in America, may not be funny elsewhere
Humor should match products image
Humor would not work on more sophisticated products like BMW

21. Advertising Theme #5: Gender Roles
Gender roles vary across culture
Some countries have very strict cultural norms for male & female roles
Example:
BMW could not create a commercial with a female driver because in some cultures women are not allowed to drive individually
American audiences view popular culture content favorably
Some countries are more traditional & do not want new trends presented
More sophisticated products tend to avoid fad ads
Advertising Theme #6:
Popular v. Traditional Culture