MD_11F_4040_W12_1110_International_advertising

MD_11F_4040_W12_1110_International_advertising - + Next...

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Unformatted text preview: + Next classes – Nov. 15 – Dec. 6 November 15 Case Analysis – Agency 8 & 9 Read – Case and additional memo posted on Moodle November 17 Portfolio Workshop November 22 Mini Campaign Workshop November 24 Thanksgiving Break (no class) November 29 Group Presentations 1 Due – Mini Campaign December 1 Group Presentations 2 Exam Review / Class Wrap up December 6 (Tuesday) Final Exam (10:00 a.m. – 12:00 p.m.) + MC 4040 ADVERTISING PROBLEMS Global Marketing and International Advertising 11/10/2011 Copyright © 2011 Yongick Jeong + Today’s Agenda International Advertising Cultural Difference Hofstede Cultural Dimensions International Advertising Strategy Standardization and Localization Strategic Considerations International Advertising Resources + International Advertising + International Advertising Advertising that International advertising entails dissemination of a commercial message to target audiences in more than one country Target audiences differ from country to country in terms of how they perceive or interpret symbols or stimuli, respond to humor or emotional appeals, as well as in levels of literacy and languages spoken How the advertising function is organized also varies In some cases, multinational firms centralize advertising decisions and budgets and use the same or a limited number of agencies worldwide In other cases, budgets are decentralized and placed in the hands of local subsidiaries, resulting in greater use of local advertising agencies + International Advertising Characteristics Takes place in multiple cultures that differ in terms of values, communication styles, and consumption patterns Involves advertisers and the advertising agencies that create ads and buy media in different countries The sum total of these activities constitutes a worldwide industry that is growing in importance Reflects social values and propagates certain values worldwide + Cultural Differences + What is culture? It refers to the way “The collective programming of the mind distinguishing the members of one group or category of people from another" - Geert Hofstede The "category" can refer to nations, regions within or across nations, ethnicities, religions, occupations, organizations, or the genders + Hofstede Model Geert Hofstede (Dutch scholar) The impact of national culture on business and consumption patterns is huge and should be accommodated in marketing and advertising strategies Based on 116,000 IBM employees around the world + Hofstede’s Cultural Dimensions This dimension relates to __________________________ between people in a particular status...
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This note was uploaded on 01/16/2012 for the course MC 4040 taught by Professor Fletcher during the Fall '11 term at LSU.

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MD_11F_4040_W12_1110_International_advertising - + Next...

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