ADVERTISINGADVERTISING
All about AdvertisingAll about Advertising
Advertising- Any paid form of non personal presentationand promotion of ideas goods or services by an identified sponsor Advertising a creativity exercises Marketing communications toolsThe most popular mass-communications tool
Knowing types of Advertising by
Purposebull 1Primary-Demand Advertising Primary
demandadvertising is advertising aimed at increasing the
demandfor all brands of a product within a specific
industryTrade and industry associations are the major
users of primary-demand advertisingTheir advertisements promote broad product categories without mentioning specific brands
bull My DocumentsMother My DocumentsMother DairyhtmDairyhtm
bull 2 Selective Demand Advertising
Selective demand (or brand) advertising is advertising that is used to sell a particular brand of product It is by far the most common type of advertising and it accounts for the lionrsquos share of advertising expenditures
bull Selective advertising that aims at persuading consumers to make purchases within a short time is called immediate-response advertising
bull 1048708 Selective advertising aimed at keeping a firmrsquos name or product before the public is called reminder advertising
bull 1048708 Comparative advertising compares specificbull characteristics of two or more identifiedbull brandsbull My DocumentsSony India My DocumentsSony India WelcomehtmWelcomehtm
Samsung India2htm
bull 3 Institutional Advertising Institutional advertising
bull is advertising designed to enhancebull a firmrsquos image or reputation
IMPORTANT DECISIONS IMPORTANT DECISIONS BEFORE ADVERTISINGBEFORE ADVERTISING
bull PRODUCT TYPEPRODUCT TYPEbull BUDGET OF ADVER TISMENTBUDGET OF ADVER TISMENTbull LOCATIONLOCATIONbull CHOOSING RIGHT MEDIACHOOSING RIGHT MEDIA
DECIDING ON MEDIA AND MEASURING
EFFECTIVENESSbull After choosing the message the
advertiserrsquos next task is to choose media to carry it The steps here are Deciding on desired reach frequency and impact Choosing among major media types
selecting specific media vehicles Deciding on media timing and
ADVERTISING MEDIArsquoS
bull I Newspapers Newspaper advertising accounts for almost one-fourth of all advertising expenditures
bullII Magazines The advertising revenues of magazines have been climbing
bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals
IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs
V Television Television ranks number one in total revenue
VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity
VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements
ADD GURUADD GURU
bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
All about AdvertisingAll about Advertising
Advertising- Any paid form of non personal presentationand promotion of ideas goods or services by an identified sponsor Advertising a creativity exercises Marketing communications toolsThe most popular mass-communications tool
Knowing types of Advertising by
Purposebull 1Primary-Demand Advertising Primary
demandadvertising is advertising aimed at increasing the
demandfor all brands of a product within a specific
industryTrade and industry associations are the major
users of primary-demand advertisingTheir advertisements promote broad product categories without mentioning specific brands
bull My DocumentsMother My DocumentsMother DairyhtmDairyhtm
bull 2 Selective Demand Advertising
Selective demand (or brand) advertising is advertising that is used to sell a particular brand of product It is by far the most common type of advertising and it accounts for the lionrsquos share of advertising expenditures
bull Selective advertising that aims at persuading consumers to make purchases within a short time is called immediate-response advertising
bull 1048708 Selective advertising aimed at keeping a firmrsquos name or product before the public is called reminder advertising
bull 1048708 Comparative advertising compares specificbull characteristics of two or more identifiedbull brandsbull My DocumentsSony India My DocumentsSony India WelcomehtmWelcomehtm
Samsung India2htm
bull 3 Institutional Advertising Institutional advertising
bull is advertising designed to enhancebull a firmrsquos image or reputation
IMPORTANT DECISIONS IMPORTANT DECISIONS BEFORE ADVERTISINGBEFORE ADVERTISING
bull PRODUCT TYPEPRODUCT TYPEbull BUDGET OF ADVER TISMENTBUDGET OF ADVER TISMENTbull LOCATIONLOCATIONbull CHOOSING RIGHT MEDIACHOOSING RIGHT MEDIA
DECIDING ON MEDIA AND MEASURING
EFFECTIVENESSbull After choosing the message the
advertiserrsquos next task is to choose media to carry it The steps here are Deciding on desired reach frequency and impact Choosing among major media types
selecting specific media vehicles Deciding on media timing and
ADVERTISING MEDIArsquoS
bull I Newspapers Newspaper advertising accounts for almost one-fourth of all advertising expenditures
bullII Magazines The advertising revenues of magazines have been climbing
bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals
IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs
V Television Television ranks number one in total revenue
VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity
VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements
ADD GURUADD GURU
bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Knowing types of Advertising by
Purposebull 1Primary-Demand Advertising Primary
demandadvertising is advertising aimed at increasing the
demandfor all brands of a product within a specific
industryTrade and industry associations are the major
users of primary-demand advertisingTheir advertisements promote broad product categories without mentioning specific brands
bull My DocumentsMother My DocumentsMother DairyhtmDairyhtm
bull 2 Selective Demand Advertising
Selective demand (or brand) advertising is advertising that is used to sell a particular brand of product It is by far the most common type of advertising and it accounts for the lionrsquos share of advertising expenditures
bull Selective advertising that aims at persuading consumers to make purchases within a short time is called immediate-response advertising
bull 1048708 Selective advertising aimed at keeping a firmrsquos name or product before the public is called reminder advertising
bull 1048708 Comparative advertising compares specificbull characteristics of two or more identifiedbull brandsbull My DocumentsSony India My DocumentsSony India WelcomehtmWelcomehtm
Samsung India2htm
bull 3 Institutional Advertising Institutional advertising
bull is advertising designed to enhancebull a firmrsquos image or reputation
IMPORTANT DECISIONS IMPORTANT DECISIONS BEFORE ADVERTISINGBEFORE ADVERTISING
bull PRODUCT TYPEPRODUCT TYPEbull BUDGET OF ADVER TISMENTBUDGET OF ADVER TISMENTbull LOCATIONLOCATIONbull CHOOSING RIGHT MEDIACHOOSING RIGHT MEDIA
DECIDING ON MEDIA AND MEASURING
EFFECTIVENESSbull After choosing the message the
advertiserrsquos next task is to choose media to carry it The steps here are Deciding on desired reach frequency and impact Choosing among major media types
selecting specific media vehicles Deciding on media timing and
ADVERTISING MEDIArsquoS
bull I Newspapers Newspaper advertising accounts for almost one-fourth of all advertising expenditures
bullII Magazines The advertising revenues of magazines have been climbing
bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals
IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs
V Television Television ranks number one in total revenue
VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity
VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements
ADD GURUADD GURU
bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
bull 2 Selective Demand Advertising
Selective demand (or brand) advertising is advertising that is used to sell a particular brand of product It is by far the most common type of advertising and it accounts for the lionrsquos share of advertising expenditures
bull Selective advertising that aims at persuading consumers to make purchases within a short time is called immediate-response advertising
bull 1048708 Selective advertising aimed at keeping a firmrsquos name or product before the public is called reminder advertising
bull 1048708 Comparative advertising compares specificbull characteristics of two or more identifiedbull brandsbull My DocumentsSony India My DocumentsSony India WelcomehtmWelcomehtm
Samsung India2htm
bull 3 Institutional Advertising Institutional advertising
bull is advertising designed to enhancebull a firmrsquos image or reputation
IMPORTANT DECISIONS IMPORTANT DECISIONS BEFORE ADVERTISINGBEFORE ADVERTISING
bull PRODUCT TYPEPRODUCT TYPEbull BUDGET OF ADVER TISMENTBUDGET OF ADVER TISMENTbull LOCATIONLOCATIONbull CHOOSING RIGHT MEDIACHOOSING RIGHT MEDIA
DECIDING ON MEDIA AND MEASURING
EFFECTIVENESSbull After choosing the message the
advertiserrsquos next task is to choose media to carry it The steps here are Deciding on desired reach frequency and impact Choosing among major media types
selecting specific media vehicles Deciding on media timing and
ADVERTISING MEDIArsquoS
bull I Newspapers Newspaper advertising accounts for almost one-fourth of all advertising expenditures
bullII Magazines The advertising revenues of magazines have been climbing
bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals
IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs
V Television Television ranks number one in total revenue
VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity
VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements
ADD GURUADD GURU
bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
bull 3 Institutional Advertising Institutional advertising
bull is advertising designed to enhancebull a firmrsquos image or reputation
IMPORTANT DECISIONS IMPORTANT DECISIONS BEFORE ADVERTISINGBEFORE ADVERTISING
bull PRODUCT TYPEPRODUCT TYPEbull BUDGET OF ADVER TISMENTBUDGET OF ADVER TISMENTbull LOCATIONLOCATIONbull CHOOSING RIGHT MEDIACHOOSING RIGHT MEDIA
DECIDING ON MEDIA AND MEASURING
EFFECTIVENESSbull After choosing the message the
advertiserrsquos next task is to choose media to carry it The steps here are Deciding on desired reach frequency and impact Choosing among major media types
selecting specific media vehicles Deciding on media timing and
ADVERTISING MEDIArsquoS
bull I Newspapers Newspaper advertising accounts for almost one-fourth of all advertising expenditures
bullII Magazines The advertising revenues of magazines have been climbing
bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals
IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs
V Television Television ranks number one in total revenue
VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity
VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements
ADD GURUADD GURU
bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
IMPORTANT DECISIONS IMPORTANT DECISIONS BEFORE ADVERTISINGBEFORE ADVERTISING
bull PRODUCT TYPEPRODUCT TYPEbull BUDGET OF ADVER TISMENTBUDGET OF ADVER TISMENTbull LOCATIONLOCATIONbull CHOOSING RIGHT MEDIACHOOSING RIGHT MEDIA
DECIDING ON MEDIA AND MEASURING
EFFECTIVENESSbull After choosing the message the
advertiserrsquos next task is to choose media to carry it The steps here are Deciding on desired reach frequency and impact Choosing among major media types
selecting specific media vehicles Deciding on media timing and
ADVERTISING MEDIArsquoS
bull I Newspapers Newspaper advertising accounts for almost one-fourth of all advertising expenditures
bullII Magazines The advertising revenues of magazines have been climbing
bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals
IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs
V Television Television ranks number one in total revenue
VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity
VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements
ADD GURUADD GURU
bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
DECIDING ON MEDIA AND MEASURING
EFFECTIVENESSbull After choosing the message the
advertiserrsquos next task is to choose media to carry it The steps here are Deciding on desired reach frequency and impact Choosing among major media types
selecting specific media vehicles Deciding on media timing and
ADVERTISING MEDIArsquoS
bull I Newspapers Newspaper advertising accounts for almost one-fourth of all advertising expenditures
bullII Magazines The advertising revenues of magazines have been climbing
bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals
IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs
V Television Television ranks number one in total revenue
VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity
VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements
ADD GURUADD GURU
bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
ADVERTISING MEDIArsquoS
bull I Newspapers Newspaper advertising accounts for almost one-fourth of all advertising expenditures
bullII Magazines The advertising revenues of magazines have been climbing
bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals
IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs
V Television Television ranks number one in total revenue
VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity
VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements
ADD GURUADD GURU
bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
bullII Magazines The advertising revenues of magazines have been climbing
bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals
IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs
V Television Television ranks number one in total revenue
VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity
VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements
ADD GURUADD GURU
bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
bullIIIDirect Mail Direct-mail advertising is promotional material mailed directly to individuals
IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs
V Television Television ranks number one in total revenue
VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity
VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements
ADD GURUADD GURU
bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
IV Outdoor Advertising Outdoor advertising consists of short promotional messages on billboardsposters and signs
V Television Television ranks number one in total revenue
VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity
VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements
ADD GURUADD GURU
bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
V Television Television ranks number one in total revenue
VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity
VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements
ADD GURUADD GURU
bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
VI Radio Advertisers 8 percent of total expenditures on radio advertising Like magazine advertising radio advertising offers selectivity
VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements
ADD GURUADD GURU
bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
VII Internet The Internet is the newest advertising medium and is growing in popularity There arefive types of Internet advertisements
ADD GURUADD GURU
bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
ADD GURUADD GURU
bull PRAHLAD KAKKAD IS ONE OF THE PRAHLAD KAKKAD IS ONE OF THE FAMOUS ADD GURU IN FAMOUS ADD GURU IN COMMERCIAL ADVERTISINGCOMMERCIAL ADVERTISING
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Global Marketing Global Marketing CommunicationsCommunications
bull The primary purpose of marketing The primary purpose of marketing communications is to tell customers communications is to tell customers abut the benefits and values that a abut the benefits and values that a company product or service offerscompany product or service offers
bull Integrated Marketing Integrated Marketing Communications (IMC) is becoming Communications (IMC) is becoming more popular because of the more popular because of the challenges of communicating across challenges of communicating across national bordersnational borders
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Global AdvertisingGlobal Advertising
bull Advertising is any sponsored paid Advertising is any sponsored paid message that is communicated in a non-message that is communicated in a non-personal waypersonal wayndash Single countrySingle countryndash RegionalRegionalndash GlobalGlobal
bull Global advertising is the use of the same Global advertising is the use of the same advertising appeals messages art copy advertising appeals messages art copy photographs stories and video segments photographs stories and video segments in multiple country marketsin multiple country markets
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Standardization vs Standardization vs AdaptationAdaptation
bull Primary QuestionPrimary Questionndash Must the specific advertising Must the specific advertising
message and media strategy be message and media strategy be changed from region to region or changed from region to region or country to countrycountry to country
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Standardization vs Standardization vs AdaptationAdaptation
bull Four difficulties that compromise an Four difficulties that compromise an organizationrsquos communication effortsorganizationrsquos communication effortsndash The message may not get through to the The message may not get through to the
intended recipient intended recipient ndash The message may reach the target audience The message may reach the target audience
but may not be understood or may even be but may not be understood or may even be misunderstood misunderstood
ndash The message may reach the target audience The message may reach the target audience and may be understood but still may not induce and may be understood but still may not induce the recipient to take the action desired by the the recipient to take the action desired by the sendersender
ndash The effectiveness of the message can be The effectiveness of the message can be impaired by impaired by noisenoise
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Standardization vs Standardization vs AdaptationAdaptation
ldquoldquoEighteen-year olds in Paris have more Eighteen-year olds in Paris have more in common with 18-year-olds in New in common with 18-year-olds in New
York than with their own parents They York than with their own parents They buy the same products go to the same buy the same products go to the same movies listen to the same music sip movies listen to the same music sip the same colas Global advertising the same colas Global advertising
merely works on that premiserdquomerely works on that premiserdquo
- William Roedy Director MTV Europe- William Roedy Director MTV Europe
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Advertising Agencies Advertising Agencies Organizations and BrandsOrganizations and Brands
bull Understanding the term Understanding the term organization organization is is keykeyndash Umbrella corporationsholding companies Umbrella corporationsholding companies
have one or more lsquocorersquo advertising agencieshave one or more lsquocorersquo advertising agenciesndash Each lsquoorganizationrsquo has unites specializing in Each lsquoorganizationrsquo has unites specializing in
direct marketing marketing services public direct marketing marketing services public relations or researchrelations or research
bull Individual agencies are considered brandsIndividual agencies are considered brandsndash Full service brands create advertising and Full service brands create advertising and
provide services such as market research provide services such as market research media buying and direct marketingmedia buying and direct marketing
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Selecting an Advertising Selecting an Advertising AgencyAgency
bull Company organizationCompany organizationndash Companies that are decentralized ma want to Companies that are decentralized ma want to
leave the choice to the local subsidiaryleave the choice to the local subsidiarybull National responsivenessNational responsiveness
ndash Is the global agency familiar with local culture Is the global agency familiar with local culture and buying habits of a particular countryand buying habits of a particular country
bull Area coverageArea coveragendash Does the agency cover all relevant marketsDoes the agency cover all relevant markets
bull Buyer perceptionBuyer perceptionndash What kind of brand awareness does the What kind of brand awareness does the
company want to projectcompany want to project
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Creating Global Creating Global AdvertisingAdvertising
bull Creative strategyCreative strategybull Big ideaBig ideabull Advertising appealAdvertising appeal
ndash Rational approachRational approachndash Emotional approachEmotional approach
bull Selling propositionSelling propositionbull Creative executionCreative execution
ndash Art amp CopyArt amp Copy
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Art Directors and Art Art Directors and Art DirectionDirection
bull Art DirectorsArt Directorsndash Advertising professional who has the Advertising professional who has the
general responsibility for the overall look general responsibility for the overall look of an adof an ad
ndash Will choose graphics pictures type Will choose graphics pictures type styles and other visual elements that styles and other visual elements that appear in an adappear in an ad
bull Art DirectionArt Directionndash The visional presentation of an The visional presentation of an
advertisementadvertisement
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Cultural Considerations ndash Cultural Considerations ndash Japanese and American Japanese and American
DifferencesDifferencesbull Indirect rather than direct forms of expression Indirect rather than direct forms of expression
are preferred in the messagesare preferred in the messagesbull There is often little relationship between ad There is often little relationship between ad
content and the advertised productcontent and the advertised productbull Only brief dialogue or narration is used in Only brief dialogue or narration is used in
television commercials with minimal explanatory television commercials with minimal explanatory contentcontent
bull Humor is used to create a bond of mutual feelingsHumor is used to create a bond of mutual feelingsbull Famous celebrities appear as close acquaintances Famous celebrities appear as close acquaintances
or everyday peopleor everyday peoplebull Priority is placed on company trust rather than Priority is placed on company trust rather than
product qualityproduct qualitybull The product name is impressed on the viewer The product name is impressed on the viewer
with short 15-second commercialswith short 15-second commercials
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Cultural ConsiderationsCultural Considerations
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Global Media DecisionsGlobal Media Decisions
bull Prepare new copy for foreign Prepare new copy for foreign markets in host countryrsquos languagemarkets in host countryrsquos language
bull Translate the original copy into Translate the original copy into target languagetarget language
bull Leave some or all copy elements in Leave some or all copy elements in home country languagehome country language
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Media Decisions ndash Saudi Media Decisions ndash Saudi Arabia Arabia
bull Use of comparative advertising claims is Use of comparative advertising claims is prohibitedprohibited
bull Non-censored films cannot be advertisedNon-censored films cannot be advertisedbull Women may only appear in those Women may only appear in those
commercials that relate to family affairs commercials that relate to family affairs and their appearance must be in a decent and their appearance must be in a decent manner that ensures feminine dignitymanner that ensures feminine dignity
bull Women must wear a long suitable dress Women must wear a long suitable dress which fully covers her body except face which fully covers her body except face and palmsand palms
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Public Relations and Public Relations and PublicityPublicity
bull Fosters goodwill and understandingFosters goodwill and understandingbull Generates favorable publicityGenerates favorable publicitybull ToolsTools
ndash News releasesNews releasesndash Media kitsMedia kitsndash Press conferencesPress conferencesndash ToursToursndash Articles in trade and professional journalsArticles in trade and professional journalsndash TV and radio talk show appearancesTV and radio talk show appearancesndash Special eventsSpecial events
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Public Relations Practices Public Relations Practices around the Worldaround the World
bull Public relations practices can be Public relations practices can be affected byaffected byndash Cultural traditionsCultural traditionsndash Social and political contextsSocial and political contextsndash Economic environmentsEconomic environments
bull Public relations professionals must Public relations professionals must understand these differences and understand these differences and tailor the message appropriatelytailor the message appropriately
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
The Growing Role of Public The Growing Role of Public Relations in Global Relations in Global
MarketingMarketingbull Public Relations expenditures are growing Public Relations expenditures are growing
at an average of 20 per yearat an average of 20 per yearbull In India they are reported to be growing In India they are reported to be growing
by 200 annuallyby 200 annuallybull Reasons for the growthReasons for the growth
ndash Increased governmental relations between Increased governmental relations between countriescountries
ndash TechnologyTechnologyndash Societal issues like the environmentSocietal issues like the environment
Recommended