1.

Constraints on Global Communication Strategies

Language Barriers
Exhibit 14-2 Five Different Ways for Saying tires in Spanish

Cultural Barriers Local Attitudes toward Advertising

Exhibit 14-3 Global Attitudes toward Advertising Exhibit 14-4 Ranked Responses for Why Customers Choose a Brand Leader

1. Constraints on Global Communication Strategies (cont)

Media Infrastructure Advertising Regulations
Advertising of Vice Products and Pharmaceuticals Comparative Advertising Content of Advertising Messages Advertising toward Children
2

1. Constraints on Global Communication Strategies (cont)

actions to cope with advertising regulations
1. Keep track of regulations and pending legislation 2. Lobbying activities 3. Challenge regulations in court 4. Adapt marketing mix strategy

2. Setting the Global Advertising Budget

Exhibit 14-5 European Computer Advertising; Ad Spending in US$ by Top 9 Marketers for January-December 1992

Percentage of Sales Competitive Parity Objective-and-Task

Exhibit 14-6 Survey on International Ad Budget Allocation Practices
4

3. Message Strategy
The Standardization versus Adaptation Debate Merits of Standardization
Scale Economies Consistent Image Global Customer Segments Creative Talent
5

3. Message Strategy (cont)

Cross-Fertilization Exhibit 14-7 Agency Survey: Mean Importance of Reasons for Standardizing Multinational Advertising

3. Message Strategy (cont)

Barriers to Standardization
Cultural Differences Exhibit 14-8 Adaptation of Siemens Print Ad Advertising Regulations Market Maturity Not-Invented-Here Syndrome

3. Message Strategy (cont)

Approaches to Creative Advertising Copy
Export Advertising Exhibit 14-9 Examples of Universal Appeals Prototype (Pattern) Advertising Concept Cooperation Advertising

4. Global Media Decisions

Media Infrastructure
Exhibit 14-10 Ad Spending by Medium

Media Limitations
Exhibit 14-11 Media Vehicles used by Pepisco in Vietnam Exhibit 14-12 Media Advertising Costs

4. Global Media Decisions (cont)

Recent Developments in the International Media Landscape
Growing commercialization and deregulation of mass media Shift from radio and print to TV advertising Rise of global media Growing importance of multimedia advertising tools
10

4. Global Media Decisions (cont)

Improved monitoring Improved TV-viewership measurement Exhibit 14-13 How Switching to People Meters Affected TV Ratings Worldwide

11

5. Choosing an Advertising Agency

options
1. Work with the agency that handles the advertising in the firms home market 2. Pick a purely local agency in the foreign market 3. Choose a local office of a large international agency 4. Select an international network of ad agencies that spans the globe
12

5. Choosing an Advertising Agency (cont)

criteria
Market coverage Quality of coverage Expertise in developing a central international campaign Scope and quality of support services Desirable image (global versus local) Size of agency Conflicting accounts
13

6. Coordinating International Advertising

Monetary Incentives (Cooperative Advertising) Advertising Manuals Feedback via the Internet Lead-Country Concept Global or Pan-Regional Meetings

14

6. Coordinating International Advertising (cont)

guidelines
1. Top management must be dedicated to going global. 2. A third party (e.g., the ad agency) can help sell key managers the benefits of going global. 3. A global brief based on cross-border consume research can help persuade managers to think in terms of global customers.
15

6. Coordinating International Advertising (cont)

guidelines (cont)
4. Find product champions and give them charter for the success of the global marketing program. 5. Convince local staff that they have an opportunity in developing a global campaign. 6. Get local managers on the global marketing team: have them do the job themselves.
16

7. Other Forms of Communication

Sales Promotions
Economic development Market maturity Cultural perceptions Trade structure Government regulations

Event Sponsorships Trade Shows

17