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

Chapter Twelve

Managing Global Advertising

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 2

Figure 12.1: Global Advertising


Challenges in Global Advertising

• Overcoming the Language Barrier

• Overcoming the Cultural Barrier

• The Impact of Regulations on Global Advertising


Selecting a Global Advertising Theme

• Standardization Versus Customization– Advantages of Standardizing Global

Advertising– Requirements for Standardized

Campaigns


Standardization versus Adaptation


Selecting an Advertising Theme (cont’d)

• Special Regional Topics in Global Advertising– Advertising in the Japanese Market– Advertising in China– The Advertising Environment in Eastern Europe


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


Cultural Considerations


Global Advertising

• Global Media Strategy

• Media Availability


Global Advertising (cont’d)

• Global Media Habits


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



• Technology and the Emergence of New Communications Channels– Online Advertising Channels


Source: Ad Age Global, November 2000. Reprinted with permission from Ad Age Global. Copyright, Crain Communications, Inc. 2000.



– Cable TV– Mobile Devices– Scheduling Global Advertising


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


Source: Reprinted with permission from Advertising Age International. Copyright, Crain Communications, Inc. 1999.


Organizing the Global Advertising Effort (cont’d)

• Coordinating Global Advertising– External Factors Affecting Advertising

Coordination– Internal Factors Affecting Advertising

Coordination



Generic Global Advertising Strategies

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

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