TAG Heuer’s Global Campaign

TAG Heuer’s Global Campaign - 2. Quality of...

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TAG Heuer’s Global Campaign 19-1
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TAG Heuer’s Global Campaign 19-2
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Global Products, Local Messages Standard Products Localizing Ad Messages Standard Marketing Strategies In-between Approach Language Market Conditions Culture Adapt messages to… 19-3
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TaylorMade Pattern Advertising 19-4
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Decision Areas in International Advertising Organization Style Creative Strategy & Execution Agency Selection Advertising Research Coordination of Other IMC Tools Media Strategy and Selection Decision Areas 19-5
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Centralization of International Advertising Budgeting Research Agency Selection Creative Strategy Media Strategy Campaign Development Central Authority 19-6
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Decentralized International Advertising Budgets Media Campaigns Creative Research Budgets Media Campaigns Creative Research Budgets Media Campaigns Creative Research Region One Region Two Region Three Central Authority 19-7
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Combination Structure Operations Policy Guidelines International Manager Home Office Approves Creatives Sets Objectives Approves Budgets Approves Media Local Managers 19-8
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Criteria for Selecting an Agency 1. Ability of agency to cover relevant markets.
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Unformatted text preview: 2. Quality of agency work. 3. Market research, public relations, and other services offered by the agency. 4. Relative roles of company advertising department and strategy. 5. Level of communication and control desired by company. 19-9 Criteria for Selecting an Agency 6. Ability of agency to coordinate international campaign. 7. Size of companys international business. 8. Companys desire for local versus international image. 9. Company organizational structure for international business and marketing (centralized versus decentralized). 10. Companys level of involvement with international operations. 19-10 Advertising Research Demographic characteristics of markets Cultural differences such as norms, lifestyles, and values Consumers product usage, brand attitudes and media preferences Media usage and audience size Copy testing Effectiveness in foreign markets 19-11...
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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TAG Heuer’s Global Campaign - 2. Quality of...

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