Transcript Document
International Marketing Communication Decisions Encoding Message/ Channel Decoding Noise Basic Model of Communication Receiver Response Feedback Source/ Sender Cultural Context B Cultural Context A Message channel Encoding Message translated into appropriate meaning Noise Competitive activities, other salespeople, confusion and so on Advertising Media and or personal sales force Decoding Encoded message interpreted into meaning Feedback Information source Markerer with a product Evaluation of communications process and measure of action by receiver Receiver Action by consumer responding to decoded message Globalized vs. Localized Campaigns Globalized campaigns Localized campaigns Pattern campaign Coca-Cola: “Pattern Advertising” • Basic approach – Specific communication strategy – Specific Audience • Local adjustments – Words and the lyrics are translated – Basic adjustments made to the copy – Visual adjustments made to the copy International Advertising Campaigns • Standardization whenever possible When do you know it is possible and how to do it? • Adaptation whenever necessary When do you know it is necessary and how to do it? Cross-Cultural Audience Research 1. Economic conditions (LDC, NIC, HIC) 2. Demographic characteristics 3. Values 4. Custom and ritual 5. Product use and preferences Creative Challenges in Global Ads • Written and spoken language •Quite literal translations • Culture-bound picturing • Assumptions and inferences • Identifying cross-cultural icons Media Challenges in Global Advertising 1. Availability and Coverage: 2. Costs and Pricing: Regulatory Challenges for Global Ads • The types of products that can be advertised • The types of appeals that can be used • The times that certain products may be promoted • Advertising to children •The use of foreign languages in advertisements • The use of national symbols in advertisements • The taxes levied against advertising expenditures International Agency Options The global agency The local agency International affiliates