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16-1 ©The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 16 The Global Advertising and Promotion Effort

16- 0 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 16 The Global Advertising and Promotion Effort

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Page 1: 16- 0 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 16 The Global Advertising and Promotion Effort

16-1

©The McGraw-Hill Companies, Inc., 1999Irwin/McGraw-Hill

Chapter 16

The Global Advertising and Promotion Effort

Page 2: 16- 0 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 16 The Global Advertising and Promotion Effort

16-2

©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

Page 3: 16- 0 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 16 The Global Advertising and Promotion Effort

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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

Page 4: 16- 0 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 16 The Global Advertising and Promotion Effort

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©The McGraw-Hill Companies, Inc., 1999Irwin/McGraw-Hill

Tactical Considerations

Availability

Cost

Coverage

Lack of Market Data

Media Planning & Analysis

Page 5: 16- 0 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 16 The Global Advertising and Promotion Effort

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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

Page 6: 16- 0 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 16 The Global Advertising and Promotion Effort

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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.

Page 7: 16- 0 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 16 The Global Advertising and Promotion Effort

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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

Page 8: 16- 0 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 16 The Global Advertising and Promotion Effort

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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)


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