ADV 4400
International Advertising
Final Project
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The ADV 4400 final project will represent a simulation business proposal, based on the
elements we have learned and discussed in class this semester.
Consider your team to be a consulting group. You have been asked by a manufacturer to
present a plan, which will take a product to market in a yet untapped market. Your job is
to build a recommendation proposal, as it would be presented to the manufacturer.
Included will be:
1. Executive Summary
This short segment should be written after your project is completed. It is a “top down”
view for senior executives. You should capture the essential and key data from your
report, and close with a strong recommendation for the plan. Two (2) pages doublespaced maximum.
2. Individual country environmental analysis
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Economic Factors (per capita income)
Demographic Factors
Geographic Factors (distribution of population)
Educational Factors
Political, Legal, Regulatory Factors (potential for expropriation, confiscation or
domestication?)
3. Cultural landscape
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Hofstede’s dimensions
Symbols, icons and images
High/low context
Humanity and nature
Dimensions of time
Create consumer dimensional profile
4. Product analysis
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Description
Price point
Packaging
Standardized or adapted for new market?
ADV 4400
International Advertising
Final Project
2
5. Distribution and sales channel
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Manufacturing flow and process
Export (indirect, direct)
Joint venturing (licensing, management contracting, contract manufacturing, joint
ownership)
Direct investment (assembly facilities, manufacturing facilities)
End sales to consumer (chain retailers, local merchants, specialty stores, new builds,
etc.)
Flow chart of entry to market
6. Creative strategy and execution
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Target market
Standardization or adaptation of message?
Executional style and media channels
Advertising “form” (announcement, display, association transfer, lesson, drama, pure
entertainment, imagination, special effects)
Value segments of consumers (strivers, devouts, altruists, intimates, fun seekers,
creatives)
Global approach to marketing message (centralized, local, Regcal)
Agency selection (example of agency work as it applies to your project)
Ideas/concepts for advertising campaign
Each section must be supported by a minimum of 4 pages (double spaced), not
including graphs, other visuals and references (minimum 5 references per section)
Your final work should be packaged professionally, be graphically appealing, and
concisely written. Do not simply “report” on the above guidelines; rather, write in a
manner where your team is both promoting and defending the decision-making process
throughout the presentation.
You are all top performers; I am looking forward to seeing your work!