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ch13 - Chapter 13 Global Marketing Communications Decisions...

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Chapter 13 Global Marketing Communications Decisions I: Advertising and Public Relations Introduction * The primary purpose of  marketing communications is to  tell customers abut the benefits  and values that a company,  product, or service offers * Integrated marketing  communications (IMC) is  becoming more popular 
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because of the challenges of  communicating across national  borders Global Advertising * Advertising is any sponsored, paid  message that is communicated in a  nonpersonal way * Single country * Regional * Global * Global advertising is the use of the  same advertising appeals,  messages, art, copy, photographs,  stories, and video segments in  multiple country markets
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Top Global Advertisers, 2005; in Millions * See Table 13-1 Standardization versus Adaptation * Primary question * Must the specific advertising  message and media strategy  be changed from region to  region or country to country? Standardization versus Adaptation * Four difficulties that compromise an 
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organization’s communication efforts * The message may not get through to the  intended recipient.  * The message may reach the target  audience     but may not be understood  or may even be misunderstood.  * The message may reach the target  audience and may be understood but still  may not induce the recipient to take the  action desired by the sender. * The effectiveness of the message can be  impaired by  noise Pattern Advertising * A middle ground between 100%  standardization and 100%  adaptation
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* A basic pan-regional or global  communication concept for  which copy, artwork, or other  elements can be adapted as  required for individual countries  Pattern Advertising Standardization versus Adaptation 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,
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listen to the same music, sip the same colas. Global advertising merely works on that premise.
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