1. The Global Advertising
Chapter 16
The Global Advertising
and
Promotion Effort

5. The Global Advertising & Promotion
I. Planning Promotional Expenditures
1) Determine the target audience
2) Develop specific campaign objectives
3) Setting the budget
4) Choosing media strategy
a) Media availability
b) Product restrictions
5) Determine the message
6) Determine campaign strategy
7) Measure advertising effectiveness

9. Setting the Advertising Budget
Major Methods:
1) “All You Can Afford” Technique
2) Percentage of Sales
3) Matching Competitors
4) Objective and Task

11. Media Selection Newspapers Magazines Radio & Television
Satellite and Cable Television
Direct Mail
Other Media

14. Household Penetration of Cable, Satellite, and Internet Top 10 Media Markets 1997
SOURCE: Abstracted from: “Top Global Advertising Market” Ad Age International, May p. 17.

18. Misfires in Advertising
Phonetic Problems with Brand Names - Bardok (Sounds like Brothel in Russian) - Coca Cola (Sounds like bite the Wax Tadpole) - Misair (Sounds like Misery in French)
Translations
Intent Translation
- Stepping Stone - Stumbling Block
- Car Wash - Car Enema
- Highly Rated - Over Rated
Symbols
- Owl - Bad Luck in India
Other Countries make mistakes too
- Zit (Chocolate from Germany)
- Koff (Beer)