Transcript Italy san remo

Chapter 9
Advertising Planning:
An International
Perspective
International Advertising
• Advertising that crosses
national and cultural
boundaries
• Important issue: Cultures
not nations define
advertising messages
Ch 9: International 2
International Advertising
Ad
2000
Spending population
(billions) (millions)
Top Ad
Category
Top TV
Program
Ad Rate
for Top
Show
(000)
USA
$147.1
281.4
Automotive
Survivor
$200
Japan
39.7
127.9
Cosmetics
Hero
150
(2 spots)
Germany
20.7
82.9
Mass Media
Millionaire
72
UK
16.5
59.5
Finance
Coronation St.
147
France
10.7
59.7
Retail
Julie Lescaut
83
Italy
8.4
57.9
Telecomm
San Remo
109
S. Korea
6.4
47.7
Computers
Three Friends
5
Ch 9: International 3
Overcoming Cultural
Barriers
Barriers to successful international
advertising
– Ethnocentrism
• Tendency to view and value things
through one’s own culture
– Self-Reference Criterion (SRC)
• Unconscious reference to own cultural
values, experiences, and knowledge to
make decisions
Ch 9: International 4
Cross-Cultural Audience
Research
• Economic conditions (LDC, NIH,
HIC)
• Demographic characteristics
• Values
• Custom and ritual
• Product use and preferences
Ch 9: International 5
Executing Advertising
Worldwide
• The Creative Challenge
• The Media Challenge
• The Regulatory Challenge
Ch 9: International 6
Creative Challenge
•
•
•
•
•
Written and spoken language
Translation difficulties
Culture-bound picturing
Assumptions and inferences
Identifying cross-cultural icons
Ch 9: International 7
Media Challenges
• Availability and coverage
– Not all media are pervasive
– Some ads are not acceptable
– Local knowledge is important for print
• Costs and Pricing
– Rates must be negotiated
– Global coverage is expensive
– Bidding can escalate prices further
Ch 9: International 8
Regulatory Challenges
What are the . . .
– Products that can be advertised?
– Appeals that can be used?
– Times that products may be promoted?
– Rules regarding foreign language use?
– Restrictions on using national symbols?
– Taxes levied against advertising?
Ch 9: International 9
Regulatory Challenges
• Can you use:
– Ads directed to children?
– Foreign languages in ads?
– National symbols in ads?
• Advertising may be taxed
Ch 9: International 10
International Agency
Options
Global Agency
– Greater integration
– Economies of scale
Local agency
– Highly localized
– Execution risks
International affiliates
– Local market expertise
– Cultural adaptation
Ch 9: International 11
Ad Campaigns: Global
versus local
Global Campaigns
Message
Market
A
Local Campaigns
Message 1
Market
B
Message 2
Message 3
Market
C
Ch 9: International 12
Why can Jack Daniels’s
use a global ad campaign
when other advertisers
often cannot?
Trends Promoting Global
Advertising
• Global communications
• The global teenager
• Universal demographics and
lifestyle trends
• Americanization of consumption
values
Ch 9: International 14
McDonalds uses an
“international” rather
than “global”
advertising strategy as
evidenced by this ad.
What’s the difference
between the the two?