16-2
16-3
In markets with media limitations the percentage of the promotional budget allocated to sales promotions may have to be increased Product sampling
16-5
16-7
16-8
(A) Russia
(B) China
16-9
International Advertising
1. Perform marketing research
Increased need for more sophisticated advertising strategies Balance between standardization of advertising themes and customization Consumer cultures
16-11
Blue Diamond
Assumes that no two markets will react the same
Each has its own set of differences Each will require a different marketing approach and strategy
16-12
Regional Segmentation
Pan-European communications media highlights need for more standardized promotional efforts Costs savings with a common theme in uniform promotional packaging and design
16-13
It can never be assumed that if it sells well in one country, it will sell in another
16-14
16-15
Legal Constraints
Comparative advertising Advertising of specific products Control of advertising on television Accessibility to broadcast media Limitations on length and number of commercials Internet services
16-16
Linguistic Limitations
Language is one of the major barriers to effective communication through advertising Translation challenges Low literacy in many countries Multiple languages within a country In-country testing with the target consumer group avoids problems caused by linguistic differences
16-17
Cultural Diversity
Knowledge of cultural diversity must encompass the total advertising project Existing perceptions based on tradition and heritages are often hard to overcome
Subcultures
Changing traditions
16-18
16-19
16-20
16-21
16-22
16-23
16-24
16-25
Compensation
Commonly 15 percent throughout the world Some companies moving to reward-by-results
16-26
16-27
Self-regulation
Government regulations
16-28
Summary
An integrated marketing communications (IMC) program includes coordination among advertising, sales management, public relations, sales promotions, and direct marketing Currently companies are basing their advertising strategies on national, subcultural, demographic, or other market segments The major problem facing international advertisers is designing the best messages for each market served
16-29
Summary
The availability and quality of advertising media vary substantially around the world Advances in communication technologies are causing dramatic changes in the structure of the international advertising and communications industries
16-30