Chapter Seven Outline - Chapter 7 The International Market...

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Chapter 7 The International Market Environment for Brand Promotion
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Communicating across Cultures All of us wear cultural blinders, so we must overcome substantial barriers in trying to communicate with people from other countries. This is a major problem for international marketers as they seek to promote their brands around the world. International marketers must overcome two biases:
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Communicating across Cultures, Continued Exhibit 7.1 Wide Differences in Wealth
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Communicating across Cultures, Continued
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Challenges of International Brand Promotion Worldwide marketers face three distinctive challenges in executing their campaigns: creative, media, and regulations. The creative challenge derives from differences in experience and meaning among cultures. Even picturing can be problematic—the images featured in an ad may be translated differently from one country to the next. Media availability, media coverage, and media costs vary dramatically around the world. Global television networks and direct broadcast by satellite (DBS) are helping
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Chapter Seven Outline - Chapter 7 The International Market...

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