BA6352005

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Ba447 Advertising Promotion
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• Basic Considerations when planning implementing
  Advertising Promotional Campaigns in
  International Markets..

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International Advertising Considerations

• The Big Decision
• The Creative Challenge
• The Media Challenge
• The Regulatory Challenge

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Local/ Regionally Adapted?
Global Campaign?
AD PLAN
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Global AdvertisingContinuum
Localized/ Adapted
Standardized/Global
The Kotler School Maintains advertising
strategies should be adapted because
Polititical-legal cultural differences, .. too
great to overcome w/ single advertising campaign

• The Levitt School
• Centralized decision making
• Results in operational efficiency- reduces costs
• Gives company uniform worldwide image

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• The future belongs to companies that make
  sell
• the same thing
• the same way
• everywhere"

"The Globalization of Markets, Professor
Theodore Levitt, Harvard Business Review, 1983
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The Global Approach-to International Advertising
Campaigns

• Global Advertising Objectives
• Centrally Conceived
• Centrally Controlled
• Globally Executed
• Use same advertising appeals, messages, art, copy
  --in multiple countries/ markets

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The Global Perspective

• The world is One Market
• The product is marketed as One Brand- same
  name, logo, pkg
• With One Campaign in concept as much
  as possible in execution

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Global Marketing Advertising Advantages

• Lower marketing advertising costs
• Economies of scale - production distribution
• Simplifies coordination control of marketing
  promo programs
• Consistent brand image in all markets
• Reduces confusion among global consumers, world
  travelers

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Global Marketing Drivers

• Global Channels
• Global Consumers
• Global- Adoption of Western/American Values

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Global Marketing Drivers

• Global Channels

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Global Marketing Drivers

• 2. Global Consumers
• Think the Same
• share the same wants and needs
• use similar decision-making processes
• Classified the Same
• Universal demographics lifestyle Segs
• Global Yuppies/ The global teenager

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Global Marketing Drivers

• 3. Global- Adoption of Western/American Values

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Products Best Suited for Global Advertising

• Brands promoted w/ image campaigns that play to
  universal appeals-- Luxury products/ Prestige
  Brands
• High-tech products
• Products w/ Clear Favorable COE
• Master Brands

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COEs

• Cuban_________
• German________
• Swiss__________
• Russian________
• Scottish________
• Irish___________
• Mexican________
• Canadian_______
• Alaskan_________

English________ French_________ Italian__________
Japanese_______ American_______ Jamaican_______ Au
stralian_______ Iranian____________
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Master Brands
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Problems w/ Global Advertising

• Differences in economic development, consumer
  needs, media availability legal restrictions
• Usage patterns perceptions of product may vary
  from one country to another
• Cultural differences make advertising
  standardization difficult

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Problems w/ Global Advertising

• Culture influences purchase decisions
• Materialism Large lavish campaigns may be less
  effective in cultures that score less on
  materialism.
• Uncertainty Avoidance Depending on level of risk
  aversion, ad campaigns may have to emphasize fear
  or safety.

Cultural Indices
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Problems w/ Global Advertising

• Information-processing differs across cultures
• Eastern vs. Western cultures deal w/ attribute
  information source cues differently.
• Eastern cultures more tolerant of information
  incongruity, while Western cultures solve the
  problem by elaborate thinking.

Cultural Indices
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• Product given a global image

• Thru localized communication conventions

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Tailoring Global Campaigns
A thousand children singing the praises of
Coca-Cola
21 localized versions with a youngster from the
local market
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• Levis Global Marketing Strategy

Global in Concept Local in Execution
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International Advertising Considerations

• The Big Decision
• The Creative Challenge
• The Media Challenge
• The Regulatory Challenge

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Cultural Hot Spots

• humor
• prestige
• romance
• music
• colors
• visual imagery
• Verbal/ Non-Verbal

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The Creative Challenge

• Translation difficulties
• Culture-bound picturing - SRC
• Assumptions inferences
• Identifying cross-cultural icons

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Pepsis slogan, Come alive with the Pepsi
Generation, read as Pepsi will bring your
ancestors back from the dead, in Taiwan. The
Kentucky Fried Chicken slogan, finger- lickin
good, was translated as eat your fingers off,
in Chinese. Clairol introduced the Mist Stick
curling iron in Germany where mist is slang for
manure. Not too many people had use for a manure
stick.
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In Italy, an ad for Schweppes Tonic Water
translated as Schweppes Toilet Water.
General Motors introduced the Chevy Nova in
South America and was unaware that Spanish in
no va means it wont go. When Fords Pinto
flopped in Brazil, Ford learned pinto was
Brazilian slang for tiny male genitals. All the
nameplates were changed to Corcel, which means
horse.
Widely circulated, but on Feb. 15, 2003 taken
from http//www.library.ubc.ca/patscan/funny_tra
de.html
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US Marketers aren't the only ones making mistakes-
English Translations made by Japanese firm added
to labels to increase prestige for their products
being sold in China. Product
English Translation Japanese Spam
Liver Putty Toilet Paper My Fanny
Brand Ready to Eat Pancakes Strawberry
Crap Antifreeze Spray Hot Piss
Brand Pediatricians Slogan
Specialist in Deceased Children
SOURCE Some Strawberry Crap Dessert, dear?
South China Morning Post, December 9, 1996
p. 12.
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International Marketing Blunders

• The Scandinavian vacum manufacturer Electrolux
  used the following in an American campaign
• Nothing Sucks like an
• Electrolux

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Some Unique Brand names

• Fockink liqueur Netherlands
• Green Piles lawn fertilizer Japan
• Homo Sausage Japan
• Krapp toilet paper Sweden
• Last Climax paper tissues Japan
• Pansy mens underwear China
• Pschitt soft drink France
• Zit soft drink Greece

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Crafting the AD

• Even if get the words right
• Every other element of AD needs to be questioned

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Question of Aesthetics?

• Production techniques used in commercials.
• Color
• Sound, Music, SFX
• Lighting
• Angles

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Question of People Personalities

• The characters in commercials?

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Questions of Non-Verbals

• gestures
• expressions
• make-up
• body language

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VALUES

• Status appeals are stressed in Japanese
  advertisements
• Hong et al. (1987)

• Individual determinism plays major role in
  American advertisements

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APPEALS

• Is proper appeal being Utilized
• Rational vs Emotional?

Mueller (1987) found Japanese magazines often use
less rational appeals
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And Finally- a Question of Style

• Advertising styles are similarly diverse
• What is common practice in one country may be
  taboo in another
• Examples
• French ads tend to revolve around romance
• Italian ads tend to revolve around the family a
  meal
• English ads tend to use humor.

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Examples of Intl Advertising

• McDonalds Egypt
• Laughing Bear Russia
• Fed Ex China
• Rexona-Netherlands
• DsTv- India
• Milwaukee Tools -universal

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International Advertising Awards

• Cresta Awards (International Advertising
  Association)
• International Advertising Festival in Cannes
• The Clio Awards
• Caples International Awards (Direct Response
  Advertising)
• International Automotive Advertising Awards
• New York Festivals International Advertising
  Competition

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International Advertising Considerations

• The Big Decision
• The Creative Challenge
• The Media Challenge
• The Regulatory Challenge

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Key Global Media Trends

• Rise of Global Media-
• Satellite Internet Distribution
• Growing Commercialization Ownership-deregulation
  
• Channel proliferation
• Cable, DVD, specialty publications Cell-Phones
• Audience Fragmentation

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Global Media Difficulties

• Varying Coverage Quality
• Varying media standards
• e.g. page size time blocks
• Different cost structures
• Availability/ validity media data
• Different media usage
• Legal restrictions

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International Advertising Considerations

• The Big Decision
• The Creative Challenge
• The Media Challenge
• The Regulatory Challenge

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Before you begin to formulate your promotional
strategy you need to know for every country
market

• What . . .
• Products you can advertise?
• Appeals that can be used?
• Times products may be promoted?
• Rules regarding foreign language use?
• Taxes levied against advertising?

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• Can you use
• Ads directed to children?
• Foreign words in ads?
• National symbols in ads?

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• Belgium
• no references to dieting.
• France
• no child endorsements.

• United Kingdom
• no candy as meals.
• no Snickers for lunch!
• Germany
• no comparative advertising.

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Regulatory Challenges

• Belgium
• no references to dieting.
• France
• no child endorsements.

• United Kingdom
• no candy as meals.
• no Snickers for lunch!
• Germany
• no comparative advertising.

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Examples of Differences in Regulation Of
Childrens Ads across Europe

• Austria No advertising of war toys.
• Belgium Ads for candy on TV must show a stylized
  toothbrush.
• Denmark No advertising of prizes for children.
• Finland No ads during childrens programs.
• France No deceptive packaging or contents
  No Child endorsements
• Germany No ads that encourage children to beg
  parents to buy product.
• Greece All toy ads banned on TV from
  7a.m.-1p.m.
• Ireland Ads should not encourage the
  consumption of alcohol.
• Italy Ads aimed at adults not allowed in
  childrens programming.
• Netherlands No candy ads before 755p.m.
• Portugal Ads must not exploit the inexperience of
  children.

Source Lucy Rouse, Dilip Subramanian, Ia
Wadendall, and Fiona McHugh, "A Question of Child
Care," Marketing Media Europe 1996, March 1996,
34-35.
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Regulatory Challenges

• In the U.K., all advertising is allowed if not
  specifically forbidden
• In Germany, everything is forbidden if not
  specifically allowed
• In Italy, everything is allowed, even if
  forbidden
• In Belgium, nobody knows whats forbidden

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Info Sources

• http//www.mind-advertising.com
• http//www.warc.com/

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Your Intl Decisions

• Your Big Decision
• Your Creative Challenge
• Your Media Challenge

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Standardize or Customize

• It is cheaper to adapt than to develop new
  creative
• but the adapted ad may not be as effective as
  one designed for a particular country's needs and
  target audience.
• Rule of thumb
• minimal adapting existing ad (by changing only
  language) costs 25 of the creative costs of
  developing a new ad
• extensive adapting (by adapting some scenes or
  editing to include culturally relevant copy and
  pictures) costs 50 of a new ad

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create
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specs
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modify
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Creative Strategy Budgeting- Part of Brand
Equity
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Budgeting Strategies

• What you want/ need Reach/Frequency, message
  promo weight
• What you Face Match/top Competitors metrics
• What you Sell Set by/to general guideline of
  of sales
• What you can afford.

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Cross Country Ad Promo Expenditure Analysis
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AD by Country
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Promo by Country
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Sales Force by Country
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W/in Country Competitor Analysis
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Competitor Positions
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Competitor Push
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Competitor Push Support