International Promotion-2011

International Promotion-2011 - Global Marketing...

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Global Marketing Communication Multinational Marketing MKT 359
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International Advertising Can be tricky-companies mess up all the time Cadbury in India Pampers in Japan Cultural differences is one of the biggest challenges in putting together a global marketing campaign.
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Cultural Issues in International Advertising Language is a big one Mistranslations, idioms, multiple meaning words Cultural phenomenon Religion Politics Humor
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International Communication Different media will work better in different markets. There are different challenges in different countries Media Availability Media Reliability Media Restrictions Media Costs
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Different Media Formats and Trends Advertising on kiosks and fences Advertising on homes Advertising on plastic shopping bags Advertising on outdoor umbrellas Advertising on billboards Advertising through global media SMS advertising
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Trends in Global Media Growing commercialization and deregulation of mass media Shift from radio and print to TV advertising Rise of global and regional media Growing spread of interactive marketing Growing popularity of text messaging Improved monitoring Improved TV-viewership measurements
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Setting a budget Setting a budget for multinational advertising is similar to setting a budget for home. Percentage of sales Competitive parity Objective and task Resource allocation
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Ad Expenditures by Region* Region 2007 2008 2009 2010 2011 N. America 188,359 181,333 162,709 158,797 161,229 W. Europe 124,991 123,595 112,223 112,477 115,374 Asia Pacific 105,070 108,384 103,013 107,810 114,561 E. Europe 31,293 35,218 29,826 30,837 33,861 Latin Amer. 26,511 30,356 30,405 32,674 35,269 Africa/ME/R OW 16,486 20,181 18,302 21,226 23,476 World 492,709 499,067 456,479 463,822 483,770 *inUS$Mn
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Ad Spending by Medium (%) Media 2007 2008 2009 2010 2011 Newspapers 26.9 25.1 23.4 22.2. 21.2 Magazines 12.2 11.6 10.5 9.9 9.7 Television 37.3 38.0 38.6 39.3 39.2 Radio 8.0 7.7 7.6 7.4 7.2 Cinema 0.5 0.5 0.5 0.5 0.6 Outdoor 6.5 6.7 6.8 6.9 7.0 Internet 8.7 10.5 12.6 13.8 15.1
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Ad rates in leading markets Country Magazine Ad Women’s Magazine NewspaperNews Program Adult TV U.S. $281,750 $296,000 $110,300 $84,100 $288,000 Japan $12,030 $20,301 $424,436 n/a n/a Germany $44,368 $37,206 $266,520 $34,469 $82,888 U.K. $39,043 $23,021 $64,493 $49,913 $118,367 France $42,330 $34,880 $106,100 $36,785 $70,400 Italy $55,800 $53,730 $126,360 $54,900 $137,700 Brazil $46,500 $22,000 $92,170 $76,130 $70,860 S. Korea $5,652 $6,028 $58,600 $17,925 $17,973 Canada $20,712 $26,200 $35,046 $6,053 $42,522 China $15,917 $8,215 n/a $2,717 $19,565
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Standardization vs. Adaptation
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International Promotion-2011 - Global Marketing...

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