1. Outline Evolution of global marketing The global perspective International management The global advertising plan Approaches to international advertising campaign Special international considerations Chapter 18 International Advertising

2. Chapter 18: International Advertising2 Regional brands versus international brands Home country production Export Nationalization versus rationalization Evolution of Global Marketing

3. Chapter 18: International Advertising3 Corporate philosophy that directs products and advertising toward a worldwide market Global brands The Global Perspective

4. Chapter 18: International Advertising4 Theodore Levitt –One global market Philip Kotler –Variations are the key to success Schools of thought –Standardization –Localization –Contingency The Global Debate and Advertising

5. Chapter 18: International Advertising5 Lingua franca Global advertising plan Market analysis model Culture-oriented model –High-context cultures –Low-context cultures Selecting an agency International Management

6. Chapter 18: International Advertising6 Centrally controlled campaigns Centrally conceived campaigns Determining global advertising objectives Positioning the global product Approaches to the International Advertising Campaign

7. Chapter 18: International Advertising7 Setting the budget Selecting media for international campaigns Satellite transmission The Web in international advertising Approaches to the International Advertising Campaign

8. Chapter 18: International Advertising8 Execution of international campaigns Media choices –Availability Quantity and accessibility –Costs –Coverage The global creative effect Evaluating effectiveness Approaches to the International Advertising Campaign

9. Chapter 18: International Advertising9 Laws and regulations Custom and culture Time Inertia, resistance, rejection, and politics Special International Considerations