chapter twelve managing global advertising. copyright © houghton mifflin company. all rights...

Download Chapter Twelve Managing Global Advertising. Copyright © Houghton Mifflin Company. All rights reserved.12 - 2 Figure 12.1: Global Advertising

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  • Slide 1
  • Chapter Twelve Managing Global Advertising
  • Slide 2
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 2 Figure 12.1: Global Advertising
  • Slide 3
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 3 Challenges in Global Advertising Overcoming the Language Barrier Overcoming the Cultural Barrier The Impact of Regulations on Global Advertising
  • Slide 4
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 4 Selecting a Global Advertising Theme Standardization Versus Customization Advantages of Standardizing Global Advertising Requirements for Standardized Campaigns
  • Slide 5
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 5
  • Slide 6
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 6 Standardization versus Adaptation
  • Slide 7
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 7 Selecting an Advertising Theme (contd) Special Regional Topics in Global Advertising Advertising in the Japanese Market Advertising in China The Advertising Environment in Eastern Europe
  • Slide 8
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 8 Cultural Considerations Japanese and American Differences Indirect rather than direct forms of expression are preferred in the messages There is often little relationship between ad content and the advertised product Only brief dialogue or narration is used in television commercials, with minimal explanatory content Humor is used to create a bond of mutual feelings Famous celebrities appear as close acquaintances or everyday people Priority is placed on company trust rather than product quality The product name is impressed on the viewer with short, 15-second commercials
  • Slide 9
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 9 Cultural Considerations
  • Slide 10
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 10 Global Advertising Global Media Strategy Media Availability
  • Slide 11
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 11 Global Advertising (contd) Global Media Habits
  • Slide 12
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 12 Source: World Development Report 2002: Building Institutions for Markets by World Bank. Copyright 2002 by International Bank for Reconstruction and Development; The World Bank. Used by permission of Oxford University Press, Inc. Figure 12.2: Media Penetration Rates by Region and by OECD Compared with Non-OECD Countries
  • Slide 13
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 13 Global Advertising (contd) Technology and the Emergence of New Communications Channels Online Advertising Channels
  • Slide 14
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 14 Source: Ad Age Global, November 2000. Reprinted with permission from Ad Age Global. Copyright, Crain Communications, Inc. 2000.
  • Slide 15
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 15
  • Slide 16
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 16 Global Advertising (contd) Cable TV Mobile Devices Scheduling Global Advertising
  • Slide 17
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 17 Organizing the Global Advertising Effort Advertising Agency Selection Working with Domestic Agencies Working with Local Agencies Working with Global Affiliates in Local Markets Working with Global Advertising Networks
  • Slide 18
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 18 Source: Reprinted with permission from Advertising Age International. Copyright, Crain Communications, Inc. 1999.
  • Slide 19
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 19
  • Slide 20
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 20
  • Slide 21
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 21 Organizing the Global Advertising Effort (contd) Coordinating Global Advertising External Factors Affecting Advertising Coordination Internal Factors Affecting Advertising Coordination
  • Slide 22
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 22 Source: Reprinted with permission from Advertising Age International. Copyright, Crain Communications, Inc. 2000. Generic Global Advertising Strategies
  • Slide 23
  • Copyright Houghton Mifflin Company. All rights reserved.12 - 23 Source: Reprinted with permission from Advertising Age International. Copyright, Crain Communications, Inc. 2000.