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1. Constraints on Global Communication

Strategies Language Barriers

Exhibit 14-2 Five Different Ways for Saying tires in

Spanish Cultural Barriers

Local Attitudes toward Advertising

Exhibit 14-3 Global Attitudes toward Advertising

Exhibit 14-4 Ranked Responses for Why Customers

Choose a Brand Leader

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1. Constraints on Global Communication

Strategies (cont) Media Infrastructure

Advertising Regulations

Advertising of Vice Products and

Pharmaceuticals

Comparative Advertising

Content of Advertising Messages

Advertising toward Children

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1. Constraints on Global Communication

Strategies (cont)actions to cope with advertising regulations

1. Keep track of regulations and pending

legislation

2. Lobbying activities

3. Challenge regulations in court

4. Adapt marketing mix strategy

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2. Setting the Global Advertising Budget

Exhibit 14-5 European Computer Advertising;

Ad Spending in US$ by Top 9 Marketers for

January-December 1992 Percentage of Sales

Competitive Parity

Objective-and-TaskExhibit 14-6 Survey on International Ad

Budget Allocation Practices

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3. Message Strategy

The Standardization versus Adaptation

Debate

Merits of Standardization

Scale Economies

Consistent Image

Global Customer Segments

Creative Talent

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3. Message Strategy (cont)

Cross-Fertilization

Exhibit 14-7 Agency Survey: Mean Importance

of Reasons for Standardizing MultinationalAdvertising

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3. Message Strategy (cont)

Barriers to Standardization

Cultural Differences

Exhibit 14-8 Adaptation of Siemens Print Ad

Advertising Regulations

Market Maturity

Not-Invented-Here Syndrome

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3. Message Strategy (cont)

Approaches to Creative Advertising Copy

Export Advertising

Exhibit 14-9 Examples of Universal Appeals

Prototype (Pattern) Advertising

Concept Cooperation Advertising

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4. Global Media Decisions

Media Infrastructure

Exhibit 14-10 Ad Spending by Medium

Media Limitations

Exhibit 14-11 Media Vehicles used by Pepisco

in Vietnam

Exhibit 14-12 Media Advertising Costs

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4. Global Media Decisions (cont)

Recent Developments in the International

Media Landscape

Growing commercialization and deregulation ofmass media

Shift from radio and print to TV advertising

Rise of global mediaGrowing importance of multimedia advertising

tools

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4. Global Media Decisions (cont)

Improved monitoring

Improved TV-viewership measurement

Exhibit 14-13 How Switching to People MetersAffected TV Ratings Worldwide

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5. Choosing an Advertising Agency

options

1. Work with the agency that handles the

advertising in the firms home market

2. Pick a purely local agency in the foreign

market

3. Choose a local office of a large international

agency4. Select an international network of ad

agencies that spans the globe

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5. Choosing an Advertising Agency

(cont)criteria

Market coverage

Quality of coverage Expertise in developing a central international

campaign

Scope and quality of support services

Desirable image (global versus local) Size of agency

Conflicting accounts

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6. Coordinating International

Advertising Monetary Incentives (Cooperative

Advertising)

Advertising Manuals

Feedback via the Internet

Lead-Country Concept

Global or Pan-Regional Meetings

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6. Coordinating International

Advertising (cont)guidelines

1. Top management must be dedicated to going

global.2. A third party (e.g., the ad agency) can help

sell key managers the benefits of going global.

3. A global brief based on cross-borderconsume research can help persuade managers

to think in terms of global customers.

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6. Coordinating International

Advertising (cont)guidelines (cont)

4. Find product champions and give them

charter for the success of the global marketingprogram.

5. Convince local staff that they have an

opportunity in developing a global campaign.

6. Get local managers on the global marketing

team: have them do the job themselves.

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7. Other Forms of Communication

Sales Promotions

Economic development

Market maturity

Cultural perceptions

Trade structure

Government regulations

Event Sponsorships

Trade Shows