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Introduc.on  
Global •  Marke.ng  communica.ons  
Marketing tell  customers  about  the  
benefits  and  values  that  a  
Warren J. Keegan Mark C. Green company,  product,  or  
Global Marketing service  offers  
Communications
Decisions I:
Advertising and
Public Relations
Chapter 13
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Learning  Objec.ves   IMC  

•  Integrated  Marke.ng  Communica.ons  (IMC)  is  becoming  more  
•  Define  global  adver.sing  and  companies  that   popular  because  of  the  challenges  of  communica.ng  across  
are  highest  spenders   na.onal  borders  
•  Learn  how  global  ad  agencies  are  structured   “We  have  an  integrated  marketing  model  that  involves  all  
elements  of  the  marketing  mix  from  digital  to  sports  
•  Iden.fy  the  key  roles  of  ad  agency  personnel   marketing,  from  event  marketing  to  advertising  to  
•  Look  at  different  kinds  of  media  worldwide   entertainment,  all  sitting  at  the  table  driving  ideas.”    
 -­‐Trevor  Edwards,  VP  for  global  brand  and  category  management  at  Nike  
•  Examine  the  role  of  PR  and  Publicity  and  the  
nega.ve  impact  on  companies  recently  

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Global  Adver.sing   Globaliza.on  and  Product  Cultures  

•  Adver.sing  is  any  sponsored,  paid   •  Products  such  as  coffee  
message  that  is  communicated  in  a   and  beer  have  emerged  
non-­‐personal  way   as  true  global  products  
–  Single  country  
–  Starbucks  and  the  coffee  
–  Regional  
culture  
–  Global  
–  Irish  pubs  in  the  U.S.  
•  Global  adver.sing  is  the  use  of                                                                                                                                                                                                    
–  German-­‐style  beer  halls  
the  same  adver.sing  appeals,  
in  Japan  
messages,  art,  copy,  photographs,  
stories,  and  video  segments  for  
worldwide  suitability  
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Top  25  Global  Marketers,  Ad  Spending,  2009  

Worldwide  Market  Segments  
   “Eighteen-­‐year  olds  in  Paris  have  
more  in  common  with  18-­‐year-­‐
olds  in  New  York  than  with  their  
own  parents.  They  buy  the  same  
products,  go  to  the  same  
movies,  listen  to  the  same  
music,  sip  the  same  colas.  Global  
adverCsing  merely  works  on  that  
premise.”  
-­‐  William  Roedy,  Director,  MTV  
Europe  
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Standardiza.on  vs.  Adapta.on   Standardiza.on  vs.  Adapta.on  

•  Primary  Issue   •  Four  difficul.es  that  compromise  an  organiza.on’s  
communica.on  efforts  
– Must  the  specific  adver.sing  message  and   –  The  message  may  not  get  through  to  the  intended  
media  strategy  be  changed  from  region  to   recipient.    
–  The  message  may  reach  the  target  audience  but  may  not  
region  or  country  to  country?   be  understood  or  may  even  be  misunderstood.    
•  Think  of  cultural  and  legal  issues   –  The  message  may  reach  the  target  audience  and  may  be  
understood  but  s.ll  may  not  induce  the  recipient  to  take  
  the  ac.on  desired  by  the  sender.  
–  The  effec.veness  of  the  message  can  be  impaired  by  
noise.    

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Standardiza.on  vs.  Adapta.on   Standardiza.on  vs.  Adapta.on  

   “We  have  been  in  
Sweden  for  60  years      “I  can  think  of  very  few  
and  in  China  for  only   truly  global  ads  that  
4  or  5  so  our  feeling  is   work.  Brands  are  ofen  
that  retailing  is  local.   at  different  stages  
around  the  world,  and  
It  is  important  to  take   that  means  there  are  
advantage  of  local   different  adver.sing  
humor,  and  the  things   jobs  to  do.”  
on  people’s  minds.”      Michael  Conrad,  Chief  
Nils  Larsson,     Crea.ve  Officer,  Leo  
Burneg  Worldwide  
IKEA  
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Pagern  Adver.sing   Pagern  Adver.sing  

•  A  middle  ground  between  100%    Similar:
standardiza.on  and  100%  adapta.on    •  Layout
•  Dominant visuals on left
•  A  basic  pan-­‐regional  or  global  communica.on   •  Brand signature and slogan
concept  for  which  copy,  artwork,  or  other  
elements  can  be  adapted  as  required  for  
individual  countries    
Contrasting:
•  Photos
•  Body copy is localized,
not simply translated
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Adver.sing  Agencies:  Organiza.ons  and   Top  8  Global  Adver.sing  Organiza.ons  

Brands   and  2010  Revenue  (millions)  
•  Understanding  the  term  organizaCon  is  key   1.  WPP  (London)                              $14,416  
–  Umbrella  corpora.ons/holding  companies  have  one  or  
more  ‘core’  adver.sing  agencies  
2.  Omnicom  (New  York)                        12,543    
–  Each  ‘organiza.on’  has  units  specializing  in  direct   3.  Publicis  (Paris)                        7,175  
marke.ng,  marke.ng  services,  public  rela.ons,  or  
research   4.  Inerpublic  Group  of  Cos.  (NY)                        6,532  
•  Individual  agencies  are  considered  brands   5.  Dentsu  (Tokyo)                                3,600  
–  Full  service  brands  create  adver.sing,  and  provide  services   6.  Aegis  Group  (London)            2,257  
such  as  market  research,  media  buying,  and  direct  
marke.ng   7.  Havas  (Suresnes,  FR)                    2,069  
8.  Hakyhodo  (Tokyo)              1,674  
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Top  10  Global     Selec.ng  an    

Adver.sing  Agency  Brands   Adver.sing  Agency  
•  Company  organiza.on  
–  Companies  that  are  decentralized  may  want  to  leave  the  
choice  to  the  local  subsidiary  
•  Na.onal  responsiveness  
–  Is  the  global  agency  familiar  with  local  culture  and  buying  
habits  of  a  par.cular  country?  
•  Area  coverage  
–  Does  the  agency  cover  all  relevant  markets?  
•  Buyer  percep.on  
–  What  kind  of  brand  awareness  does  the  company  want  to  
project?  

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Crea.ng  Global  Adver.sing   The  Big  Idea  

•  Crea&ve  strategy—a  statement  or  concept  of  what      “The  Big  Idea  is  easier  to  illustrate  
a  par.cular  message  or  campaign  will  say   than  define,  and  easier  to  
illustrate  by  what  it  is  not  than  
•  Big  idea—”The  flash  of  insight  that  synthesizes  the   by  what  it  is.    It  is  not  a  
purpose  of  the  strategy,  joins  the  product  benefit   “posi.on”…It  is  not  an  
with  consumer  desire  in  a  fresh,  involving  way,   “execu.on”…  It  is  not  a  slogan.  
brings  the  subject  to  life,  and  makes  the  reader  or   The  Big  Idea  is  the  bridge  
audience  stop,  look,  and  listen.”     between  an  adver.sing  
strategy,  temporal  and  worldly,  
     John  O’Toole,  legendary  ad  man   and  an  image,  powerful  and  
las.ng.”  
   
     -­‐Randall  Rothenberg,  author  
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Adver.sing  Appeal   Adver.sing  Appeal  

•  Ra.onal  approach   •  Selling  proposi.on  
–  Depend  on  logic  and   –  The  promise  or  claim  that  captures  the  reason  for  
speak  to  the   buying  the  product  or  the  benefit  that  ownership  
consumer’s  intellect;  
confers  
based  on  the  
consumer’s  need  for   –  Since  products  are  at  differing  stages  of  the  
informa.on   product  life  cycle  in  different  na.onal  markets  and  
because  of  cultural,  social  and  economic  
•  Emotional approach differences,  the  most  effec.ve  appeal  or  selling  
–  Tugs at the proposi.on  may  vary.  
heartstrings or
uses humor
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Crea.ve  Execu.on   Art  Directors  and    

•  Crea.ve  execu.on   Art  Direc.on  
–  The  way  an  appeal  or  proposi.on  is  presented  
•  Art  Directors  
–  Adver.sing  professional  who  
• straight  sell   has  the  general  responsibility  
•   scien.fic  evidence   for  the  overall  look  of  an  ad  
•   demonstra.on   –  Will  choose  graphics,  
•   comparison   pictures,  type  styles,  and  
other  visual  elements  that  
•   slice  of  life   appear  in  an  ad  
•   anima.on   •  Art  Direc.on  
•   fantasy  
–  The  visional  presenta.on  of  
•   drama.za.on   an  adver.sement  
 
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Copy  and  Copywriters   Copywri.ng  Decisions  

•  Prepare  new  copy  for  foreign  markets  in  host  
•  Copy  is  wrigen  or  spoken   country’s  language  
communica.on  elements  
•  Translate  the  original  copy  into  target  
•  Copywriters  are  language  
specialists  who  develop   language  
headlines,  subheads,  and   •  Leave  some  or  all  copy    
body  copy  
     elements  in  home  country  
     language  

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Adver.sing  Copy  Mistakes   Cultural  Considera.ons  

•  In  Asia,  Pepsi’s  “Come  Alive”  was  interpreted  as   •  Images  of  male/female  in.macy  are  in  bad  
asking  to  bring  ancestors  back  from  the  dead   taste  in  Japan;  illegal  in  Saudi  Arabia  
•  In  China,  Ci.corp’s  “Ci.  Never  Sleeps”  was  taken  to   •  Wedding  rings  are  worn  on  the  right  hand  in  
mean  that  Ci.  had  a  sleeping  disorder,  like  insomnia  
Spain,  Denmark,  Holland,  Germany  
•  McDonald’s  does  not  use  mul.ple  4’s  in  adver.sing  
prices  in  China;  “four”  sounds  like  the  word  “death”   •  European men kiss the
hands of married women
only, not single women
•  In Germany, France and
Japan, a man enters a
door before a woman; no
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Cultural  Considera.ons–Japanese  and  

American  Differences  
Global  Media  Decisions  

•  Indirect  rather  than  direct  forms  of  expression  are  

•  Which  medium  or  media  to  use?  
preferred  in  the  messages   –  Print  such  as  daily  and  weekly  newspapers  to  
•  There  is  ofen  ligle  rela.onship  between  ad  content  and   magazines  with  regional,  na.onal,  or  interna.onal  
the  adver.sed  product  
•  Only  brief  dialogue  or  narra.on  is  used  in  television   audiences  
commercials,  with  minimal  explanatory  content   –  Electronic  media  like  broadcast  TV,  cable  TV,  
•  Humor  is  used  to  create  a  bond  of  mutual  feelings  
radio,  and  the  internet  
•  Famous  celebri.es  appear  as  close  acquaintances  or  
everyday  people   –  Other  such  as  outdoor,  transit,  and  direct  mail  
•  Priority  is  placed  on  company  trust  rather  than  product  
quality   •  Must  know  country-­‐specific  regula.ons  
•  The  product  name  is  impressed  on  the  viewer  with  short,   –  Ex.    France  bans  TV  ads  by  retailers    
15-­‐second  commercials  
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Global  Adver.sing  Expenditures    

and  Media  Vehicles  
Media  Decisions  
•  More  money  spent  in  U.S.  than  anywhere  else  in  the   •  The  availability  of  TV,  newspapers  and  other  
world;  $151  billion  in  2010   media  varies  widely  globally  
•  Japan  is  #2  at  $43  billion   •  In  developed  countries,  newspapers  are  declining    
•  1/3  of  current  growth  in  ad  spending  in  BRIC   as  Internet  usage  rises  
–  Russia  has  a  $7.8  billion  ad  market  with  30%  growth   •  In  India,  newly  redesigned  papers  are  growing  
annually;  U.S.  and  European  growth  is  4-­‐5%  
–  300  daily  papers,  only  4  million  Indians  subscribe  to  
•  Worldwide,  TV  is  the  #1  medium  with  es.mated   Internet  service  
spending  of  $176  billion  in  2008;  TV  spending  
increased  78%  between  1990  and  2000  in  the  EU   •  In  Moscow,  billboards  are  #1;  In  a  city  built  for  
30,000  cars,  there  are  3  million,  crea.ng  massive  
•  In  Germany  newspapers  are  #1  adver.sing  vehicle  
traffic  jams  and  cap.ve  audiences  
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Media  Decisions:    
Media  Decisions:  Scandinavia  
 Arab  Countries  
•  People  are  depicted  less  ofen  than  in  the  U.S.   •  Limited  TV  ads  in  
•  Women  may  only  appear  in  those   Sweden,  Norway,  and  
commercials  that  relate  the  adver.sed   Denmark    
product   •  No  adver.sing  to  
•  Women  must  wear    long  dresses   children  under  12  in  
Sweden    
•  Brevity  is  a  virtue  in  ads  
•  Spending  on  print  
•  Use  of  compara.ve  adver.sing  claims  very   media  is  3  .mes  higher  
limited   than  TV  
•  U.S.  ads  have  more  price  informa.on  
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Nega.ve  Publicity    
Public  Rela.ons  
Affec.ng  Global  Marketers  
•  Fosters  goodwill  and  understanding  
•  Generates  favorable  publicity  
•  Tools  
–  News  releases  
–  Media  kits  
–  Press  conferences  
–  Tours  
–  Ar.cles  in  trade,  professional  journals  
–  TV  and  radio  talk  show  appearances  
–  Special  events  
–  Social  media  
–  Corporate  Web  sites  

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The  Growing  Role  of  Public  Rela.ons  

Adver.sing  as  a  PR  Func.on    in  Global  Marke.ng  
•  Corporate  adver.sing   •  PR’s  role  is  growing  in  the  post  global  recession  
–  Compensates  for  lack  of  control  over  publicity   –  Build  consensus  and  understanding  
–  Calls  agen.on  to  the  company’s  other  communica.on   –  Create  harmony  and  trust  
efforts  
–  Ar.culate  and  influence  public  opinion  
•  Image  adver.sing   –  An.cipate  conflicts  and  resolve  disputes  
–  Enhances  the  public’s  percep.on,  creates  goodwill  
Smartphones,  broadband  
•  Advocacy  adver.sing  
Internet,  social  media,  
–  Presents  the  company’s  point  of  view  on  a  par.cular  issue  
satellite  links  allow  PR  
pros  to  stay  in  touch  with  
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media  anywhere,  any.me  
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Public  Rela.ons  Prac.ces  

 Around  the  World  
Looking  Ahead  to  Chapter  14  
•  Public  rela.ons  prac.ces  can  be  affected  by:   •  Global  Marke.ng  Decisions:  Sales  Promo.on,  
–  Cultural  tradi.ons   Personal  Selling,  Special  Forms  of  Marke.ng  
–  Social  and  poli.cal  contexts   Communica.on  
–  Economic  environments  
•  Public  rela.ons  professionals  must  
understand  these  differences  and  tailor  the  
message  appropriately  

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10