1. Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 14

2. Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Advertising in a Multicultural Market 14.1 A Global Vision 14.2 Diversity and Advertising 14.3 Cross-Cultural Communication 2 CHAPTER 14

3. Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 14.1 A Global Vision Goals Recognize factors that have an impact on global marketing. Describe global marketing challenges facing marketers. Terms globalization international trade infrastructure dumping picturing 3 CHAPTER 14

4. Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Global Marketing Culture Power distance Individualism vs. collectivism Uncertainty avoidance Masculinity Demographics Economic conditions Political environment 4 CHAPTER 14

5. Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Global Marketing Challenges Global marketing mix Product Distribution Price Promotion Media options Advertising regulations 5 CHAPTER 14

6. Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 14.2 Diversity and Advertising Goals Describe the impact of diversity on advertising. Identify characteristics of growing ethnic markets. Terms ethnocentrism cultural diversity visual diversity acculturation 6 CHAPTER 14

7. Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Cultural Diversity The changing nature of the United States Handling diversity in advertising 7 CHAPTER 14

8. Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Understanding Ethnic Markets African-American market Asian-American market Hispanic-American market 8 CHAPTER 14

9. Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 14.3 Cross-Cultural Communication Goals Recognize how verbal and nonverbal communication differ in other cultures. Explain the importance of the translation process in global marketing. Terms explicit communicators implicit communicators nonverbal communication translator back translation 9 CHAPTER 14

10. Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Communicating Globally Verbal communication Nonverbal communication Personal greetings Eye contact Facial expressions Personal space Gestures Personal appearance Colors, numbers, and symbols 10 CHAPTER 14

11. Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Advertising in Another Language It’s all in the translation The translation process 11 CHAPTER 14