Chapter_09 - Global coverage is expensive PPT9- 7 8 PPT...

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1 Chapter 9 Advertising Planning: An International Perspective PPT 9-1
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2 PPT 9- 2 Cultural Barriers § Ethnocentrism Tendency to view and value things through one’s own cultural perspective § Self-Reference Criterion (SRC) Unconscious reference to own cultural values, experiences, and knowledge to make decisions
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3 PPT 9-3 Cross-Cultural Audience Research § Economic conditions (LDC, NIC, HIC) § Demographic characteristics § Values § Custom and ritual § Product use and preferences
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4 Challenges in Executing Advertising Worldwide § The Creative Challenge § The Media Challenge § The Regulatory Challenge PPT 9- 4
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5 PPT 9-5 Creative Challenge § Written and spoken language § Translation difficulties § Culture-bound “picturing” § Assumptions and inferences § Identifying cross-cultural icons and symbols
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6 PPT 9-6
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7 The Media Challenge § Availability and Coverage ± Too few options ± Too many options ± Global television now possible though § Costs and Pricing ± Complex due to many options ± No set pricing in some markets
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Unformatted text preview: Global coverage is expensive PPT9- 7 8 PPT 9-10 Regulatory Challenges What are the . . . Products that can be advertised? Appeals that can be used? Times that products may be promoted? Rules regarding foreign language use? Restrictions on using national symbols? Taxes levied against advertising? Rules on ads directed to children? 9 PPT 9-9 International Agency Options Global Agency Greater integration Economies of scale Local agency Highly localized Execution risks International affiliates Local market expertise Cultural adaptation 10 PPT 9-10 Ad Campaigns: Global vs. Local Global Campaigns Message Market A B C Local Campaigns Message 1 Message 2 Message 3 11 PPT 9-11 Trends Promoting Global Advertising Global communications Global youth Universal demographics and lifestyle trends Americanization of consumption values...
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This document was uploaded on 11/04/2011 for the course MKGT 434 at S.F. State.

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Chapter_09 - Global coverage is expensive PPT9- 7 8 PPT...

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