Global Marketing Communications

Global Attitudes Towards Advertising

When is Globalization Appropriate?

Brands that can be adapted for a visual appeal Brands that are promoted with image campaigns

that play to universal appeals High-tech products and new products coming to

the world for the first time Products with nationalistic flavor Products that appeal to a market segment with

universally similar tastes, interests, needs and values

© The McGraw-Hill Companies, Inc., 1998Irwin/McGraw-Hill

Slide 20-4

Standardizing Advertising: It’s All about degree

ThinkGlobally

Act Locally

Standardized Advertising: It’s all about DEGREE

The Chameleon An advertising strategy with different

meanings in different cultures, but with positive associations for the target audience in all of them.

When this happens, it can be a truly global campaign.

Marlboro Man

Saudi Arabia France

Marlboro Man

Turkey Singapore

Marlboro Man

Germany Sweden

Marlboro Man

Latin AmericaUS (circa 1988): no logo needed

Coca Cola Light/Diet Coke

Coca Cola Light campaign "Just for the Taste of It" was used in many different countries, the execution of that strategy was tailored to cultural differences.

France: cooling off France: hugging

Coca Cola Light/Diet Coke

Coca Cola Light/Diet CokeFrance: cooling off Korea: behind the back

                                             

Coca Cola Light/Diet Coke

Thailand: red & white

                                                                    

Standardizing advertising strategy across countries while the execution is modified to fit in with local cultural mores.

Drakkar Noir

USA – “Feel the Power”

Drakkar Noir

French Version Spanish Version Saudi Arabia

Communicating withWorld Consumers

Legal and Tax ConsiderationsLegal and Tax Considerations

Language LimitationsLanguage Limitations

Cultural DiversityCultural Diversity

Media LimitationsMedia Limitations

Production and Cost LimitationsProduction and Cost Limitations

Challenges

Creative Challenges of Global Advertising

Legal and Tax ConsiderationsLegal and Tax Considerations

•Legal•Comparative Advertising

•No - Germany•Indirect - U.K., Spain, Ireland, Portugal•Heavily regulated in Asia

•Amount of advertising•Kuwait - 32 minutes per day

•Taxation on advertising•Britain, France and Australia•Austria - Huge taxes on print and t.v.

- Cinema advertising 11% of ad revenue per year

l Phonetic Problems with Brand Names•Bardok in Russia•Big John In French -speaking Canada - Gros Jos

l Translations

Intent Translation- Stepping Stone - Stumbling Block- Car Wash - Car Enema- Highly Rated - Over Rated

Symbols- Owl - Bad Luck in India

- Airline Log in Australia - EMU

Language LimitationsLanguage Limitations

Function of Advertising:– Interpret or translate the need/want satisfying

qualities of product and services in terms of consumer needs, wants, desires, and aspirations.

– Emotional appeals, symbols, persuasive approaches etc.must coincide with cultural norms to be effective.

Cultural DiversityCultural Diversity

General Mills Cake Mixes– US and UK

Homemaker’s guilt

– Japan Don’t eat cakes Concerned about failing Easy as rice

Subcultures

Cultural DiversityCultural Diversity

Localization

FranceSweden       

Japan United Kingdom

Latin America Japan

Advertising as a MirrorIndividualism vs. Collectivism

Germany: man diving South Africa: cigarette party

Latin America: footprint in the sand Taiwan: Samsonite suitcase ad

Korean: nutritional supplement and the family France: birds of a flock

Brazil: soccer players United Kingdom: shark

Pakistan: "Rhythm Wythm"

Gender Roles

Availability– Political position– Literacy rates - selective

Cost– Media costs subject to negotiation– Agent discounts split with client

Coverage– National vs. regional– Fragmented

Media LimitationsMedia Limitations

Media Selection

Newspapers

Magazines

Radio & Television

Satellite and Cable Television

Direct Mail

Other Media

Household Penetration of Cable, Satellite, and Internet Top 10 Media Markets 1997

Country Cable Satellite Internet

United States 66.9 4.1 21.3

Japan 22.9 22.9 9.9

Germany 59.9 20.7 11.6

UK 7.0 15.0 5.0

France 7.0 8.0 1.7

Brazil 4.3 5.2 0.003

So. Korea 14.0 N/A 1.8

China 25.8 25.8 N/A

Italy N/A 3.4 1.9

Mexico 7.5 1.5 0.06

SOURCE: Abstracted from: “Top Global Advertising Market” Ad Age International May 1997. p. 17.

Tactical Considerations

Availability

Cost

Coverage

Lack of Market Data

Media Planning & Analysis

Other Forms of Communication

Sales Promotions Event Sponsorships Trade Shows Direct Marketing Public Relations