Transcript 9.02 Advertising

Chapter 9
International Marketing
Communication
9.02 Understand the steps involved in
developing an advertising
campaign and the advertising
themes
International Marketing
© Thomson/South-Western
ADVERTISING
 advertising
 any form of paid, non-personal
communication
 http://www.youtube.com/watch?v=gqkQKZ
YDImM - top 10 2013 ads
Chapter 9
Slide 2
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ADVERTISING (continued)
 Steps for developing an advertising
campaign are:
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Chapter 9
Slide 3
1. Identify target audiences
2. Set communication goals
3. Develop advertising budget
4. Develop media strategy
International Marketing
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ADVERTISING (continued)
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5. Create advertisements
6. Develop media schedule
7. Implement the plan
8. Evaluate campaign effectiveness
Chapter 9
Slide 4
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Identify Audiences
 Differences in audience need, habits, &
social norms will require
advertisements to be customized to
target audiences.
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Slide 5
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Set Goals
 Communication goals need to support
the promotional campaign goals &
 Need to identify if advertisements need
to inform, persuade or remind target
customer of company’s products.
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Develop Budget
 Advertising budget is part of overall
promotional budget
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Develop Media Strategy
 Based on promotional goals, available
media, media characteristics, a culture’s
media habits, & any regulatory restrictions
 Choices include:
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Broadcast
Print
Outdoor
Electronic
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Develop Media Strategy (cont.)
 Important to understand preferred media
usage for each target audience:
 TV - dominant in Japan
 Radio - depends on number of stations & number
of radios (U.S. has most)
 Newspapers - preferred in developing countries
 New technologies (Internet, TiVo, Smart Phones)
are changing viewing patterns
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Develop Media Strategy (cont.)
 Product placement
 companies pay to have their products
placed into some other media outlet
 (BMW cars in James Bond movies)
 Publicity
 free communication through media using
news releases & press conferences
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Slide 10
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CREATE ADVERTISEMENTS
 organizational ads
 promote a company or an entity based on its
brand image
 http://www.youtube.com/watch?v=6aKYZFcmAmU
 product ads
 promote a single product
 advertising theme
 organizes the design of an advertisement & helps
to focus communication efforts
Chapter 9
Slide 11
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CREATE ADVERTISEMENTS
(continued)
 Advertising themes may include:
 Directness vs. indirectness
 Many U.S. companies design ads that directly
emphasize why someone should buy a product.
 Many cultures feel that directly telling people
they should buy a product is arrogant & use a
more indirect ad.
 Comparative advertising
 Used when one company compares their product
to another company’s product.
 Illegal in many countries
 http://www.youtube.com/watch?v=yRcZ7Y_v674
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Slide 12
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CREATE ADVERTISEMENTS
(continued)
 Advertising themes may include (cont):
 emotional appeals vs. sophistication
 The U.S. uses many emotional ads. Europeans expect
more sophistication in their ads. An international
marketer needs to be mindful of the cultural differences
 http://www.youtube.com/watch?v=fA7Fw4ZGu-I
 http://www.youtube.com/watch?v=hS9PgaCB9m8
 humor
 international marketers must be careful when using
humor due to cultural differences
 http://www.youtube.com/watch?v=6NTfNzIedZs
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Slide 13
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CREATE ADVERTISEMENTS
(continued)
 Advertising themes may include (cont):
 gender roles
 vary considerably across cultures—some
countries have strict cultural norms for male and
female roles
 http://www.youtube.com/watch?v=QhEXVkay0UU
 popular vs. traditional culture
 consumers in some countries do not view popular
culture favorably
 http://www.youtube.com/watch?v=J2p8Wjwxh5Y
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Slide 14
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Develop Media Schedule
 Media schedule
 Calendar that lays out when ads will play &
in which media
 Typically begin with TV ads to create
awareness of a new product
 Follow by print ads to generate more interest
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Implement & Evaluate Plan
 After media strategy has been planned,
it must be carried out & evaluated.
 Difficult to evaluate advertising
effectiveness
 Hard to track consumer buying behavior in
developing countries
Chapter 9
Slide 16
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