Creative Decisions

Creative Decisions - USA Today Good Housekeeping Seventeen...

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Creative Decisions Appeals may have to be adapted for local market conditions Specific appeals and execution styles must be selected Copy platforms must be developed that include major selling ideas Creative decisions should be based on advertising and communication objectives 19-1
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Adapting to Local Markets 19-2
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International Media Selection Issues Tolerance for advertising How much time is spent watching TV Amount of commercial time available Clutter Types of media available Limited and unreliable media information Coverage, cost, quality, restrictions Political climate 19-3
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Jelly is a Popular Fashion Magazine in Japan 19-4
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International Media U.S. media with international editions Time Newsweek Reader’s Digest National Geographic
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Unformatted text preview: USA Today Good Housekeeping Seventeen Popular Mechanics BusinessWeek 19-5 Direct Broadcast by Satellite (DBS) 19-6 International Sales Promotion Market Maturity Trade Structure Economic Development Consumer Perceptions Regulations Major Creation Considerations 19-7 WD-40 Used Product Samples in Russia 19-8 Public Relations in Global Marketing Deal with specific issues and problems the company may face in foreign markets Serve as part of the IMC program and help market the product or service Present the company as a good corporate citizen Deal with local governments, media, trade associations, and the general public 19-9 Worldwide Growth of the Internet 19-10...
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Creative Decisions - USA Today Good Housekeeping Seventeen...

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