International marketing strategy and theory ch15

Chapter 15

Promotion
Strategies: Advertising


Chapter Outline
 The

Role of Advertising
 Patterns of Advertising Expenditures
 Advertising and Regulations
 Advertising Media


Chapter Outline
 Standardized

International Advertising
- Three Schools of Thought
- Feasibility and Desirability
- Research and Empirical Evidence
- A Decision-Making Framework
 Global Advertising: True Geocentricity


Advertising Media
 Television
 Radio
 Newspaper
 Magazines

 Direct

Mail
 Outdoor


Advertising Media
 Internet
 Screen

(Cinema)
 Directories
 Rural Media
 Stadium
 Other Media


International Advertising Strategies
 Standardized

Ad
- an ad with a domestic (national) origin is
repeated internationally
- few or no adaptation
 Localized Ad
- an ad created for overseas markets
 Global Ad
- an ad designed for the world

DECISION-MAKING FRAMEWORK:
STANDARDIZATION VS. LOCALIZATION
 Identification

- a country has identifiable, unique
demographic characteristics
 Accessibility/Selectivity
- The country is accessible through available
selective advertising media with minimum
promotion waste


DECISION-MAKING FRAMEWORK:
STANDARDIZATION VS. LOCALIZATION
 Differential

Response
- The country and its people provide a
favorable but unique response
 Segment Size
- The country's population is big enough


Global Ad
 Visual
 Universal

appeal
 Local relevance
 Adaptation ready

 Combining both standardization and
localization (both homogeneity and
heterogeneity)
 Simultaneously global and local