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©The McGraw-Hill Companies, Inc., 1999Irwin/McGraw-Hill
Chapter 16
The Global Advertising and Promotion Effort
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©The McGraw-Hill Companies, Inc., 1999Irwin/McGraw-Hill
Global Advertising
Pattern AdvertisingPattern Advertising
World BrandsWorld Brands
Pan-European AdvertisingPan-European Advertising
Global Market SegmentationGlobal Market Segmentation
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©The McGraw-Hill Companies, Inc., 1999Irwin/McGraw-Hill
Creative Challenges of Global Advertising
Legal and Tax ConsiderationsLegal and Tax Considerations
Language LimitationsLanguage Limitations
Cultural DiversityCultural Diversity
Media LimitationsMedia Limitations
Production and Cost LimitationsProduction and Cost Limitations
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©The McGraw-Hill Companies, Inc., 1999Irwin/McGraw-Hill
Tactical Considerations
Availability
Cost
Coverage
Lack of Market Data
Media Planning & Analysis
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©The McGraw-Hill Companies, Inc., 1999Irwin/McGraw-Hill
Media Selection
Newspapers
Magazines
Radio & Television
Satellite and Cable Television
Direct Mail
Other Media
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©The McGraw-Hill Companies, Inc., 1999Irwin/McGraw-Hill
Household Penetration of Cable, Satellite, and Internet Top 10 Media Markets 1997
Country Cable Satellite Internet
United States 66.9 4.1 21.3
Japan 22.9 22.9 9.9
Germany 59.9 20.7 11.6UK 7.0 15.0 5.0
France 7.0 8.0 1.7
Brazil 4.3 5.2 0.003
So. Korea 14.0 N/A 1.8China 25.8 25.8 N/A
Italy N/A 3.4 1.9
Mexico 7.5 1.5 0.06
SOURCE: Abstracted from: “Top Global Advertising Market” Ad Age International May 1997. p. 17.
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©The McGraw-Hill Companies, Inc., 1999Irwin/McGraw-Hill
The International Communications Process
Message translated into appropriate meaning
Markerer with a product
Information source
Competitive acti-vities, other sales-people, confusion and so on
Evaluation of communications process and measure of action by receiver
Advertising Media and or personal sales force
Action by consumer responding to decoded message
Encoded message interpreted into meaning
Noise
Feedback
Message channel
Decoding
Receiver
Encoding
Cultural Context A Cultural Context B
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©The McGraw-Hill Companies, Inc., 1999Irwin/McGraw-Hill
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)
