Marketing 3344

Taking on a Huge International
Advertising and IBP Challenge
2

 Advertising that crosses national and cultural boundaries
 Important issue: Cultures not nations define the nature of advertising messages

Barriers to successful international advertising:
 Ethnocentrism
– Tendency to view and value things through one’s own cultural perspective
 Self-Reference Criterion (SRC)
– Unconscious reference to own cultural values, experiences, and knowledge to make decisions

Cross-Cultural Audience
Research
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 Economic conditions (LDC, NIH,
HIC)
Demographic characteristics
Values
Custom and ritual
Product use and preferences

Challenges in Executing
Advertising Worldwide
 The Creative Challenge
 The Media Challenge
 The Regulatory Challenge

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Written and spoken language
Translation difficulties
Culturebound “picturing”
Assumptions and inferences
Identifying cross-cultural icons and symbols

Why could this ad be used on a world-wide basis?

 Availability and Coverage
 Too few options
 Too many options
 Global television now possible though
 Costs and Pricing
 Complex due to many options
 No set pricing in some markets
 Global coverage is expensive

What are the . . .
 Products that can be advertised?
 Appeals that can be used?
 Times that products may be promoted?
 Rules regarding foreign language use?
 Restrictions on using national symbols?
 Taxes levied against advertising?

 Can you use:
 Ads directed to children?
 Foreign languages in ads?
 National symbols in ads?
 Advertising may be taxed

Global Agency
 Greater integration
 Economies of scale
Local agency
 Highly localized
 Execution risks
International affiliates
 Local market expertise
 Cultural adaptation

Ad Campaigns: Global versus
Local
Global Campaigns
Message
Local Campaigns
Message 1 Message 2 Message 3
Market
A
Market
B
Market
C

Why can Jack
Daniels’ use a global ad campaign when other advertisers often cannot?

Trends Promoting Global
Advertising
 Global communications
 Global youth
 Universal demographics and lifestyle trends
 Americanization of consumption values

Arguments Against Using Global
Campaigns
 Audiences in different cultures place value on different brand attributes
 Global campaigns can defy local customs or ignore local competition
 Local managers will not support a global campaign and message