Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 19 - George E. Belch, Michael A. Belch

Chapter 19
International 
Advertising
and 
Promotion

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McGraw-Hill Education.


Role of International Advertising and 
Promotion
 Reasons for having different strategies for foreign 
markets
 Unfamiliar marketing environment
 Difference in values, customs, consumption 
patterns, and habits of consumers
 Language issues
 Lack of availability of media options

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2


International Economic 
Environment
Economic Environment
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•

•
•
•
•
•

Stage of economic development
Economic infrastructure
Standard of living
Per capita income
Distribution of wealth
Currency stability
Exchange rates

International Marketing
And Promotional Decisions


International Demographic 
Environment
International Marketing
And Promotional Decisions
Demographic Environment
•
•
•
•
•
•
•

•

Size of population
Number of households
Household size
Age distribution
Occupation distribution
Education levels
Employment rate
Income levels


International Cultural Environment
Cultural Environment
•
•
•
•
•
•

Language
Lifestyles
Values
Norms and customs
Ethics and moral standards
Taboos

International Marketing
And Promotional Decisions

International Political/Legal 
Environment
International Marketing
And Promotional Decisions

Political/legal Environment
•
•
•
•
•

Government policies
Laws and regulations
Political stability
Nationalism
Attitudes toward multinational 
companies


Global Marketing and Advertising
 Global marketing: Using a common marketing 
plan for all countries
 Global advertising: Way to implement global 
marketing strategy by using the same basic 
advertising approach in all markets

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7


Global Products, Local Messages
 Methods
 Pattern advertising: Ads follow a basic approach, 
but themes, copy, and visual elements are adapted to 
differences in local markets
 Producing a variety of ads and messages and letting 
the regional managers choose the best suited

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8


Decision Areas in International 
Advertising
Organization 
Style
Coordination of 
Other 
IMC Tools

Agency Selection

Decision Areas

Media Strategy 
and Selection

Advertising 
Research
Creative Strategy 
& Execution


Centralization of International 
Advertising
Budgeting
Media
Strategy

Agency
Selection
Central Authority

Campaign
Development

Creative
Strategy
Research


Organizing for International Advertising
 Centralization at the home office or headquarters
 Can be done when:

 Market and media conditions are similar from one 
country to another
 Company has only one or a few international agencies 
handling all of its advertising
 Company can use standardized advertising
 Company wants a consistent image worldwide

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of McGraw-Hill Education.

11


Decentralized International 
Advertising

Campaigns

Region
One

Creative
Media

Research
Budgets
Campaigns

Central
Authority

Region
Two

Creative
Media
Research
Budgets
Campaigns

Region
Three

Creative
Media
Research
Budgets


Combination Structure
Home Office

Policy
Guidelines
Operations

International
Manager

Local

Managers
Sets Objectives
Approves Budgets
Approves Creatives
Approves Media


Agency Selection
 Types of agencies that can handle international 
advertising
 Agency with both domestic and overseas offices
 Agency that belongs to a network of foreign 
agencies
 Local agency

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of McGraw-Hill Education.

14


Creative Decisions for Different 
Approaches
 Standardized approach ­ Advertisement must 
transcend cultural differences and communicate 
effectively in every country
 Localized advertising: Type of selling idea, ad 
appeal, and execution style that will work are 
determined to position the product in a market 

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of McGraw-Hill Education.

15


Media Selection
 Local media
 Print is the most used medium worldwide
 Radio, direct mail, billboards, cinema, and transit 
advertising provide flexibility and opportunity to reach 
specific market segments

 International media
 Has multimarket coverage
 Primary focus has been magazines and newspapers
 Direct broadcast by satellite (DBS): Small, low­cost 
receiving dishes that can receive signals from satellite 
networks
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16


International Sales Promotion
Economic Development
Major Creation 
Considerations

Market Maturity
Consumer Perceptions
Trade Structure
Regulations


Public Relations in Global 
Marketing
Deal with local governments, media, trade 
associations, and the general public
Present the company as a
good corporate citizen
Serve as part of the IMC program and help market 
the product or service
Deal with specific issues and problems the company 
may face in foreign markets


Digital and Social Media
 Helps marketers to:
 Promote companies
 Build brands
 Engage in e­commerce transactions

 Used by international marketers to: 
 Drive consumers to their websites
 Provide more information to consumers
 Conduct business with them
 Reach consumers on the go
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of McGraw-Hill Education.

19