1. International Advertising and Promotion19
International Advertising and Promotion

2. Importance of International Markets
Stagnation of domestic markets
Company survival
Relation to text
This material relates to pages of the text.
Summary Overview
This slide list the reasons why international markets are becoming increasingly important.
Use of this slide
This slide can be used to discuss the importance of international markets.
Domestic market stagnation… due to slow population growth, saturated markets, intense competition, and/or an unfavorable marketing environment.
Company survival… especially in small domestic markets, companies need economy of scale to compete.
Growth and profit opportunities… it is easier to compete in markets with less competition and/or where products are still early in their life cycle.
Trade balance… the monetary value of our imports exceeds that of our exports, so U.S. companies must defend against foreign inroads into the domestic market.
World trade today is being driven by global competition among global companies for global consumers.
Growth and profit opportunities
Trade Balance
19-2

3. Tourism Australia Uses Global Advertising
Relation to text
This slide relates page 640 of the text and Exhibit 19-1.
Summary Overview
This slide shows an ad developed by Tourism Australia to promote tourism.
Use of this slide
This slide can be used to show how companies and other organizations are appealing to international markets.
In this case, Tourism Australia built a marketing program around the places that Australians themselves like to visit, live, and holiday. In addition to print ads like the one shown here, they took nearly 30,000 stories and images that locals uploaded (to and built an interactive digital map of the country, which includes all of the places and experiences Australians think are special about their country.
Note: Now is a good time to show the Tourism Australia spots on the accompanying DVD.
19-3

4. International Advertising & Promotion
Rank
Advertiser
Outside U.S.
Inside U.S. 1
Proctor & Gamble
$6,364
$3,367 2
Unilever
4,965
752 3
L’Oreal
3,242
798 4
General Motors
1,442
2,232 5
Toyota Motor Corp.
2,181
1,022 6
Coca-Cola Co.
2,231
442 7
Johnson & Johnson
1,181
1,402 8
Ford Motor Co.
1,436
1,012 9
Reckitt Benckiser
1,842
544 10
Nestlé
1,696
618
Relation to text
This slide relates to page of the text and Figure 19-1.
Summary Overview
This slide shows the a comparison of the top 10 companies in order of their advertising spending outside the United States in 2006.
Use of this slide
This slide can be used to discuss the role that international advertising and promotion plays in an overall marketing plan.
An estimated $177 billion was spent on advertising in the United States in 2009, with much of this money being spent by multinational companies headquartered outside this country.
Ad expenditures outside the U.S. have increased by nearly 60% since 1990, as global marketers based in the U.S. increase their worldwide advertising.
Ad Spending in Millions of U.S. dollars
19-4

5. International Economic Environment
Cultural
Environment
International
Marketing
&
Promotional
Decisions
Relation to text
This slide relates to pages of the text.
Summary Overview
This slide shows the major environmental factors of the international markets.
Use of this slide
This slide can be used to introduce the major environmental factors that need to be considered when competing in international markets.
Economic Environment
Demographic Environment
Cultural Environment
Political/Legal Environment
A more detailed discussion of each factor will follow.
Demographic
Environment
Political/Legal
Environment
19-5

6. International Economic Environment
Stage of economic development
Economic infrastructure
Standard of living
Per capita income
Distribution of wealth
Currency stability
Exchange rates
International Marketing
And Promotional Decisions
Relation to text
This slide relates to pages of the text and Figure 19-2.
Summary Overview
This slide shows the factors that make up the international economic environment.
Use of this slide
This slide can be used to discuss the international economic environment, and how it impacts the sales environment.
Stage of economic development
Economic infrastructure
Standard of living
Per capita income
Distribution of wealth
Currency stability
Exchange rates
A country’s economic conditions indicate its present and future potential for consuming, since products and services can be sold only to countries where there is enough income to buy them. Developed countries like the United States, Canada, Japan, and most of Western Europe offer the largest marketing and advertising opportunities. However, markets in Asia, Europe, and South America that have been stagnant for a number of years are now experiencing strong growth.
19-6

7. Liu Xiang Endorses Nike in China
Relation to text
This slide relates to page 644 of the text and Exhibit 19-3.
Summary Overview
This slide illustrates how Nike is using a local sports star to promote its goods in China.
Use of this slide
This commercial can be used as an example of how advertisers are targeting consumers in international markets.
China has become Nike’s second largest market and the company is spending large amounts of money there on media advertising, promotions, events, and sponsorship of sports teams and athletes, such as track star and Olympic gold medalist Liu Xiang.
China is the 4th largest advertising market in the world, trailing only the U.S., Japan, and Germany.
19-7

8. International Demographic Environment
Size of population
Number of households
Household size
Age distribution
Occupation distribution
Education levels
Employment rate
Income levels
International Marketing
And Promotional Decisions
Relation to text
This slide relates to page 645 of the text and Figure 19-2.
Summary Overview
This slide shows the factors that make up the international demographic environment.
Use of this slide
This slide can be used to discuss the factors in the international demographic environment that must be considered when planning a marketing campaign.
Size of population
Number of households
Household size
Age distribution
Occupation distribution
Education levels
Employment rate
Income levels
Major demographic differences exist among and within countries.
19-8

9. International Cultural Environment
Language
Lifestyles
Values
Norms and customs
Ethics and moral standards
Taboos
International Marketing
And Promotional Decisions
Relation to text
This slide relates to pages of the text and Figure 19-2.
Summary Overview
This slide shows the factors that make up the international cultural environment.
Use of this slide
This slide can be used to discuss the international cultural environment that influences, not only the needs and wants of consumers, but how they go about satisfying them.
Language
Lifestyles
Values
Norms and customs
Ethics and moral standards
Taboos
Advertising is often the most effective way to communicate with potential buyers and create markets in other countries. But, it can also be one the most difficult aspects in the international marketing program because of problems in developing messages that will be understood in various countries.
19-9

10. TaylorMade Translation Issues
Relation to text This slide relates to pages of the text and Exhibit 19-4.
Summary Overview This slide shows varying tag lines for TaylorMade golf clubs.
Use of this slide Use this slide to show how a marketer may have to adapt advertising to local markets.
U.S. market tagline… The Set is Dead
Asian market tagline… The Set is History
Signs, symbols, and colors can also be a problem, depending on the country in which they are used.
Thumbs up sign… signals affirmation in America, but is offensive in Russia and Poland if the palm of the hand is visible, but is acceptable if the back of the hand is shown.
White… a color for mourning in Asian countries, rather than black
Purple… associated with death in many Latin American countries
Green… symbolizes death and disease in Malaysia
Tagline Translation Issues
19-10

11. New Balance Markets in France
Relation to Text:
This slide relates to pages of the text and Exhibit 19-5.
Summary Overview:
This slide illustrates how New Balance is marketing to France.
Use of this Slide:
This slide can be used to introduce marketing in France, where American-made products have not been well received for many years.
New Balance bucked the trend, as their 576 shoes became popular among younger consumers. As sales took off, the company introduced a variety of solid colors, but kept prices high and distribution limited to perpetuate the luxury goods image of the 576.
The company also introduced a shoe called the “576 France” which comes in the country’s national colors and has the French flag embroidered on the heel.
19-11

12. International Political/Legal Environment
Government policies
Laws and regulations
Political stability
Nationalism
Attitudes toward multinational companies
International Marketing
And Promotional Decisions
This slide relates to pages of the text and Figure 19-2.
Summary Overview
This slide shows the factors that make up the international political/legal environment.
Use of this slide
This slide can be used to discuss the international political/legal environment, which is one of the most important factors influencing advertising and promotional programs.
Government policies.. What products can be advertised, the content or creative approach than can be used, the media that advertisers can employ, special taxes, and more. (see next slide)
Laws and regulations… such as bans on cigarette sales, liquor, and prescription drug ads. Greece even bans toy advertising on daytime television.
Political stability…
Nationalism
Attitudes toward multinational companies
Many countries have regulations and restrictions on the advertising of various products, such as cigarettes, liquor, and pharmaceuticals, that can affect various aspects of a company’s advertising program, as shown on the next slide.
19-12

13. Advertising Areas Subject to Regulation
Products that may be advertised
Content or creative approach used
Media advertisers are allowed to use
The amount of advertising allowed
Use of foreign languages in ads
Materials from outside the country
Local vs. international ad agencies
Specific taxes levied on advertising
Relation to text
This slide relates to pages of the text.
Summary Overview
This slide summarizes the aspects of advertising that could be subject to government restrictions and regulations.
Use of this slide
This slide can be used to discuss the various types of government regulations and restrictions that may be placed on the advertising program.
Type of products that may be advertised
The content or creative approach used
The media advertisers are permitted to use
The amount of advertising one may do
The use of foreign languages in ads
Use of ad materials from outside the country
Use of local versus international ad agencies
The specific taxes levied on advertising
Although some of these restrictions are socially motivated, others are economically motivated.
19-13

14. Global Marketer’s Dilemma
Offer the same product, marketing, & advertising everywhere?
Adapt the product, marketing, & advertising to each society?
Relation to text
This slide relates to page 652 of the text.
Summary Overview
This slide shows the dilemma companies face in their decisions about global marketing and advertising programs.
Use of this slide
This slide can be used to introduce the debate regarding standardized versus localized marketing and advertising programs.
Marketers have two options from which to choose relative to international advertising:
Standardized marketing and advertising programs – based on the belief that the worldwide marketplace has become homogenous and consumers’ basic needs, wants, and expectations transcend geographic, national, and cultural boundaries
Localized marketing and advertising programs – products and advertising messages must be designed or at least adapted to meet the differing needs and types of consumers in different countries.
More detailed discussion on these decisions facing marketers will follow.
19-14

15. Global Marketing & Advertising Advantages
Economies of scale in production, distribution
Lower costs due to less planning and control
Lower advertising production costs
Relation to text
This slide relates to pages of the text.
Summary Overview
This slide shows the advantages of using a global marketing and advertising strategy
Use of this slide
This slide can be used to discuss the advantages of using a global marketing strategy and advertising program.
Economies of scale in production, distribution
Lower costs with less in planning and control
Lower advertising production costs
Ability to exploit good ideas worldwide
Ability to introduce products quickly, worldwide
Consistent international brand, company image
Simplification of coordination and control
Advocates of global marketing and advertising contend that standardized products and advertising messages can be used since people everywhere basically want the same products and services and live the same way.
Ability to exploit good ideas worldwide
Consistent international brand, company image
Simplification of ad coordination and control
19-15

16. Mandarin Oriental’s Global Ads
Relation to text This slide relates to page 653 of the text and Exhibit 19-9.
Summary Overview This slide shows an ad that Gillette used globally to promote its Fusion razor.
Use of this slide This commercial can be used as an example of how a company can use global advertising for its products.
Gillette uses global ads to promote razors and shaving products because the company feels that the needs and motives of customers are similar when they are purchasing shaving products, regardless of the country in which they reside.
In this ad, three prominent athletes promote the product:
American golfer Tiger Woods
Swiss tennis champion Roger Federer
French soccer start Thierry Henry
19-16

17. Problems With Global Advertising
Differences in culture, market & economic development
Consumer needs & usage patterns
Relation to text
This slide relates to pages of the text.
Summary Overview
This slide shows some of the problems and difficulties with using global advertising
Use of this slide
This slide can be used to discuss the difficulties of using global marketing and advertising programs.
Differences in culture, market and economic development… make it difficult to use global advertising
Consumer needs and usage patterns… often vary by country or region
Media availability or usage… may vary by country or region
Legal restrictions… may make it difficult to develop an effective universal appeal
Moreover, some experts argue that cultures around the world are becoming more diverse, not less.
Media availability or usage
Legal restrictions
19-17

18. Consumer Usage Patterns & Perceptions
Nescafé Instant Coffee
United States
Great market penetration, but minor share
Continental Europe
Major market share, but idea of instant coffee was new
Relation to Text:
This slide relates to pages of the text.
Summary Overview:
This slide shows how consumer usage patterns can vary from country to country.
Use of this Slide:
Use this slide to point out how consumer usage patterns and product perceptions may very from country to country.
In this example, Nestlé had to use a different advertising strategy for each market; a global campaign would not have been able to address the varying situations adequately.
Tea-drinking Countries
Conversion not only to coffee, but to instant coffee
Latin America
Preferred coffee couldn’t be duplicated with instant version
Scandinavia
Ingrained habit of keeping coffee on stove all day long
19-18

19. NESCAFE President Ad From Japan
Relation to Text:
This slide relates to pages of the text.
Summary Overview
This slide shows a print ad for NESCAFE President, which was used as part of the 25th anniversary campaign for the brand in Japan. As discussed in the text, Nestle has to use different advertising strategies for Nescafe since the marketing situation for instant coffee varies by country.
Nestlé positions Nescafe President as a premium brand of instant coffee. The copy at the bottom of the ad reads beautiful coffee.
Use of this slide
This slide can be used to show how a marketer adapts its advertising to local markets. Nestle faces different situations regarding the ways consumers consume coffee and how they perceive instant coffee. Thus, they have to adapt their advertising to local markets rather than using a global campaign.
19-19 19

20. Adapting to Different Countries
Relation to Text:
This slide relates to pages of the text and Exhibit
Summary Overview:
This slide shows how marketers of laundry products must adapt their products and IMC programs to various countries.
Use of this Slide:
Use this slide to point out how marketers must adapt their products and IMC programs to various countries.
The U.S market is well behind Western Europe’s with regard to washing machine technology.
In Germany, top-of-the line front-loading machines are the norm and clothes are washed in very high temperatures.
In China and Brazil, fewer people own washing machines and many consumers cling to traditional laundry habits.
19-20

21. When is globalization appropriate?
Globalization works best for…
Brands that can be adapted for visual appeal
Brands promoted with image campaigns playing to universal needs, values, emotions
Relation to text
This slide relates to pages 656 of the text.
Summary Overview
This slide shows what types of products and services are best suited to global appeals.
Use of this slide
This slide can be used to discuss the types of products that are best suited to worldwide appeals.
Brands that can be adopted for visual appeal, avoiding problems of translating words into many languages (airlines)
Brands promoted with image campaigns playing to universal needs, values, emotions (cosmetics)
High-tech products, new to the world, not steeped in the cultural heritage of the country of origin (computers)
Products with a nationalistic flavor if the country has a favorable reputation in the field (Swiss watches, German cars)
Products appealing to a market segment with universally similar tastes, interests, needs, and values (teenagers, wealthy)
High-tech products, new to the world
Products with a nationalistic flavor
Products appealing to universally similar tastes, interests, needs, values
19-21

22. TAG Heuer’s Global Campaign
Relation to text
This slide relates to pages of the text and Exhibit
Summary Overview
This slide shows an ad from Swiss watchmaker TAG Heuer.
Use of this slide
This ad can be used to show how a global campaign is used effectively.
TAG Heuer feels that it is important to have a consistent advertising message and image in each country, therefore it uses similar ads with different celebrity ambassadors for various countries.
Ambassadors used in various countries:
Europe… Formula 1 champions Lewis Hamilton and Jenson Button
India… racing champion Karun Chandhok and Bollywood actor Shah Rukh Khan
United States… Tiger Woods, Maria Sharapova, and Leonardo DiCaprio
19-22

23. TAG Heuer’s Global Campaign
Relation to text
This slide relates to pages of the text.
Summary Overview
This slide shows an ad from Swiss watchmaker TAG Heuer.
Use of this slide
This ad is another example of how TAG Heuer presents a consistent advertising message and image in each country. This new “Knights of Time” campaign features Leonardo DiCaprio and Indian actor Shah Rukn Khan.
19-23

24. Global Products, Local Messages
In-between Approach
Standard Products
Standard Marketing Strategies
Localizing Ad Messages
Relation to text
This slide relates to pages of the text.
Summary Overview
This slide shows the in-between approach to global advertising.
Use of this slide
This slide can be used to discuss the in-between approach to global marketing and advertising, which standardizes the product and basic marketing strategy, but localizes the advertising messages. Some agencies call this approach “Think globally, act locally.”
Most messages are adapted to respond to:
Differences in language
Differences in culture
Differences in market conditions
Pattern advertising is also used, whereby ads follow the basic approach, but themes, copy, and visual elements are adapted to differences in local markets.
Adapt messages to…
Culture
Language
Market Conditions
19-24

25. TaylorMade Pattern Advertising
Relation to text
This slide relate to pages of the text and Exhibit
Summary Overview
This slide shows an example of the use of pattern advertising.
Use of this slide
This slide can be used to illustrate how the TaylorMade golf company modified their ad campaign for use in different countries.
In the U.S. version… focus is on a connection to the game at the highest level. The ad is a simple “Thank you for the game” tribute to St. Andrews, the birthplace of golf.
In the UK version… focus is on the historic dominance of events, such as the British Open.
The difference in approaches is because TaylorMade is a premium brand in the U.S., but is a value brand in the U.K., where it still need product validation from association with major golf championships.
19-25

26. Decision Areas in International Advertising
Organization Style
Coordination of Other IMC Tools
Agency Selection
Decision Areas
Relation to text
This slide relates to page of the text.
Summary Overview
This slide shows the various organizational and functional decisions that need to be made by companies that are developing advertising and promotional programs for international markets.
Use of this slide
This slide can be used to introduce the organizational and functional decisions companies must make when developing international advertising and promotional programs.
These decisions are:
Organization style… centralized, decentralized, or combination
Agency selection… major agency with both domestic and overseas offices; an agency that is affiliated with agencies in other countries; or a local agency for each national market
Advertising research
Creative strategy and execution
Media strategy and execution
Coordination of other IMC tools
Media Strategy and Selection
Advertising Research
Creative Strategy & Execution
19-26

27. Centralization of International Advertising
Budgeting
Media
Strategy
Agency
Selection
Central Authority
Relation to text
This slide relates to pages of the text.
Summary Overview
There are various organizational options available to a company that is developing international advertising and promotional programs. This slide presents the centralization of authority option.
Use of this slide
This slide can be used to discuss the centralization option for organizing the advertising and promotions functions.
Under this scenario, all decisions related to international advertising and promotion functions, including agency selection, creative strategy, research, campaign development, media strategy, and budgeting, are made at the firm’s home office or headquarters.
Centralization is an appropriate option when market and media conditions are similar from one country to another, the company has only one or a few international agencies handling all its advertising, the company can use standardized advertising, or when the company desires a consistent image worldwide.
Centralization can also save money and reduce the number of staff needed.
Campaign
Development
Creative
Strategy
Research
19-27

28. Decentralized International Advertising
Budgets
Media
Campaigns
Creative
Research
Region
One
Two
Three
Central
Authority
Relation to text
This slide relates to pages of the text.
Summary Overview
This slide shows how a decentralized international organization might look and the various activities of each region.
Use of this slide
Use this slide to explain how a decentralized organization would look and the various decisions and responsibilities that would be handled in each region. For example, marketing and advertising managers in each region make their own advertising and promotional decisions, and would be responsible for:
Selecting ad agencies
Selecting campaign themes
Approving creative work
Selecting advertising media
Conducting research
Developing budgets
This approach is often used when companies believe local managers know the marketing situations in their countries the best. Decentralization also works well in small or unique markets where headquarters’ involvement is not worthwhile or advertising must be tailored to the local market.
19-28

29. Combination Structure
Operations
Policy
Guidelines
International Manager
Home Office
Approves Creatives
Sets Objectives
Approves Budgets
Approves Media
Local Managers
Relation to text
This slide relates to page 663 of the text.
Summary Overview
This slide shows how a combination international organization might look.
Use of this slide
Use this slide to explain how a combination organization would look and how the various decisions and responsibilities would be handled. As shown here:
Local managers… submit advertising plan and budgets for their market to the International Manager for approval.
International manager… reviews and approves the local managers’ plans and budgets, ensuring that they align with the home office’s policies, guidelines, and operations.
This approach allows for consistency in a company’s international advertising, but permits the local input and adaptation that is necessary for foreign markets or regions.
19-29

30. Criteria for Selecting an Agency
1. Ability of agency to cover relevant markets.
2. Quality of agency work.
3. Market research, public relations, and other services offered by the agency.
4. Relative roles of company advertising department and strategy.
5. Level of communication and control desired by company.
Relation to text
This slide relates to pages of the text and Figure 19-3.
Summary Overview
This slide presents the first five of ten key criteria for selecting an agency to handle international advertising.
Use of this slide
This slide can be used to discuss what must be considered when selecting an advertising firm for international marketing. Three basic alternatives include:
A major agency with both domestic and overseas offices,
An agency that, rather than having its own foreign offices or branches, is affiliated with agencies in other countries, and
A local agency for each national market.
After choosing from these alternatives, marketers must then choose from competing agencies based on the criteria shown here.
19-30

31. Criteria for Selecting an Agency
6. Ability of agency to coordinate international campaign.
7. Size of company’s international business.
8. Company’s desire for local versus international image.
9. Company organizational structure for international business and marketing (centralized versus decentralized).
10. Company’s level of involvement with international operations.
Relation to text
This slide relates to pages of the text and Figure 19-3.
Summary Overview
This slide presents five additional key criteria for selecting an agency to handle international advertising.
Use of this slide
Use this slide to continue the discussion of agency selection criteria.
19-31

32. Advertising Research Demographic characteristics of markets
Cultural differences such as norms, lifestyles, and values
Consumers’ product usage, brand attitudes and media preferences
Relation to text
This slide relates to pages of the text.
Summary Overview
This slide lists a number of areas where research on foreign markets can help firms make better advertising decisions.
Use of this slide
This slide can be used to discuss the important role research plays in the development of international advertising and promotion programs, helping managers make better, more informed decisions.
Information on demographic characteristics of markets.
Information on cultural differences such as norms, lifestyles, and values.
Information on consumers’ product usage, brand attitudes, and media preferences.
Information on media usage and audience size.
Copy testing to determine reactions to different types of advertising appeals and executions.
Research on the effectiveness of advertising and promotional programs in foreign markets.
Media usage and audience size
Copy testing
Effectiveness in foreign markets
19-32

33. Creative Decisions
Creative decisions should be based on advertising and communication objectives
Copy platforms must be developed that include major selling ideas
Relation to text
This slide relates to pages of the text.
Summary Overview
This slide lists some of the creative decisions that must be made for each market.
Use of this slide
Use this slide to review the creative decisions that need to be made for each market.
Creative strategy development for international markets is similar in process and procedure to that for domestic advertising.
Creative decisions should be based on advertising and communication objectives
Copy platforms must be developed that include major selling ideas
Specific appeals and execution styles must be selected
Appeals may have to be adapted for local market conditions
When companies follow a localized advertising strategy, the creative team must determine what type of selling idea, ad appeal, and execution style will work in each market. This hinges on consumers’ usage patterns and habits.
Specific appeals and execution styles must be selected
Appeals may have to be adapted for local market conditions
19-33

34. Adapting to Local Markets
Relation to text
This slide relates to page 667 of the text and Exhibit
Summary Overview
This slide shows a television ad adapted for the Mexican market.
Use of this slide
This slide can be used to show how global marketers must often adapt their campaigns for local markets.
For example, the Las Vegas Convention and Visitors Authority has taken its popular “What Happens Here Stays Here” campaign to several foreign markets. Research conducted by the ad agency found that the creative ads:
Were not provocative enough for the United Kingdom
Needed to be toned down for Mexico
Could be left alone for western Canada
Because Mexicans were more comfortable with story lines that fit with family customers and were not sexually provocative, the spot used there featured a young man meeting a group of friends in a Mexican bar and trying to tell them about his first trip to Las Vegas, but being too excited to find the right words.
Note: Now is a good time to show the Las Vegas spots on the accompanying DVD.
19-34

35. International Media Selection Issues
Types of media available
How much time is spent watching TV
Amount of commercial time available
Clutter
Relation to text
This slide relates to pages of the text.
Summary Overview
This slide shows the issues facing international advertisers in their media selection decisions.
Use of this slide
This slide can be used to discuss the issues facing international advertisers in their media selection decisions.
Types of media available… TV, radio, billboards, point-of-purchase materials
How much time is spent watching TV… varies from 2.4 in Switzerland to 4.5 in the United States
Amount of commercial time available… varies from not accepted at all, to restrictions on time and days, to unlimited.
Clutter… in some countries, a limited number of channels and demand for commercial time results in high clutter
Tolerance for ads… cable channel views are less tolerant of ads.
Coverage, cost, quality, restrictions… vary from country to country
Political climate… state-owned stations, like China Central Television, frequently intrude into program selection and scheduling
Limited and unreliable media information... it is often difficult to obtain reliable circulation figures, audience profiles, costs, and so on.
Tolerance for advertising
Coverage, cost, quality, restrictions
Political climate
Limited and unreliable media information
19-35

36. Jelly is a Popular Fashion Magazine in Japan
Relation to text
This slide relates to page 670 of the text and Exhibit
Summary Overview
This slide shows Jelly magazine, which is a popular fashion magazine in Japan.
Use of this slide
Use this slide to point out that many advertisers use local media to reach consumers as well as business people in specific countries.
Print is the most used medium worldwide, since TV commercial time and the number of homes with TV sets are limited in many countries. Fortunately, most countries have magazines that a circulated nationwide, as well as national or regional newspapers that carry advertising directed to a national audience.
Other media options include radio, direct mail, billboards, cinema, and transit advertising.
19-36

37. U.S. media with international editions
International Media
U.S. media with international editions
Time
Newsweek
Reader’s Digest
National Geographic
USA Today
Good Housekeeping
Seventeen
Popular Mechanics
BusinessWeek
Relation to text
This slide relates to pages of the text.
Summary Overview
This slide lists a number of magazines and newspapers that offer multimarket coverage.
Use of this slide
This slide can be used to review some of the international media options available to marketers.
Cosmopolitan, along with many other magazines have international editions that can be used by advertisers to reach consumers in countries around the world.
Hearst Magazines International publishes nearly 200 international editions for distribution in more than 100 countries
Readers of these publications are usually upscale, high-income individuals who are desirable target markets.
19-37

38. Direct Broadcast by Satellite (DBS)
Relation to text
This slide relates to page 671 of the text and Exhibit
Summary Overview
This slide shows an ad for STAR TV.
Use of this slide
This slide can be used to introduce the topic of direct broadcast by satellite (DBS), which is a major development affecting broadcasting in Europe, Asia, and Latin America.
STAR TV, shown here, reaches more than 100 million homes across Asia.
Advances in satellite and communications technology, the expansion of multinational companies with global marketing perspectives, and the development of global ad agencies mean advertisers’ use of television as a global medium is likely to increase.
19-38

39. International Sales Promotion
Major Creation Considerations
Economic Development
Market Maturity
Relation to text
This slide relates to material on pp of the text.
Summary Overview
This slide shows important differences among countries that marketers must consider when developing a sales promotion program.
Use of this slide
This slide can be used to discuss the differences among countries that affect the development and implementation of an international sales promotion program.
Economic development… puts limitations on sales promotions in less-developed countries
Market maturity… affects the type of sales promotion than can be used
Consumer perceptions.. vary from market to market
Trade structure… such as the willingness of retailers to accommodate sales promotions, the concentration of retailing systems, and store size (can they accommodate point-of-purchase displays)
Regulations… which can restrict many sales promotion tools, such as contests, coupons, and samples
Sales promotion activity in international markets is growing due to the transfer of promotion concepts and techniques from country to country, and to the proliferation of media. Nonetheless, the vast differences among countries mean that sales promotion programs must be adapted to local markets.
Consumer Perceptions
Trade Structure
Regulations
19-39

40. WD-40 Used Product Samples in Russia
Relation to text
This slide relates to page 672 of the text and Exhibit
Summary Overview
This slide shows a sample used by the WD-40 company to promote trial of its lubricant product in Russia.
Use of this slide
This slide can be used to show how WD-40 uses product samples in various countries to encourage trial.
WD-40 is a global brand that positions itself as a multipurpose problem solver that cleans, protects, penetrates, lubricates, and displaces moisture. The headline on the sample says “One Can. One Thousand Uses.” It was translated into 20 different languages and used in countries around the globe.
19-40

41. Public Relations in Global Marketing
Deal with local governments, media, trade associations, and the general public
Present the company as a good corporate citizen
Relation to text
This slide relates pages of the text.
Summary Overview
This slide lists uses for public relations in global markets.
Use of this slide
This slide can be used to discuss the role of public relations in global marketing programs, which is used by international marketers to support and enhance their marketing and advertising efforts.
Deal with local governments, media, trade associations, and the general public
Present the company as a good corporate citizen
Serve as part of the IMC program and help market the product or service
Deal with specific issues and problems the company may face in foreign markets
Public relations is becoming increasingly important, because companies need a favorable image to be successful in foreign markets.
Serve as part of the IMC program and help market the product or service
Deal with specific issues and problems the company may face in foreign markets
19-41

42. Worldwide Growth of the Internet
Relation to text
This slide relates to page 676 of the text and Exhibit
Summary Overview
This slide shows a page from the Japanese-specific website for TaylorMade Golf.
Use of this slide
The role of the Internet in the IMC program of global marketers will increase as more consumers around the world get online access.
This slide can be used to show an example of how international marketers such as TaylorMade are making use of the Internet as part of their global IMC programs. Many sites now offer country-specific versions.
19-42