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In the international marketing literature the issue of advertising standardization has ignited a lively

and heated debate among academics and managers alike. However, the decision whether to

standardize or not cannot be considered a dichotomous one. Develops a comprehensive framework

to capture the relevant factors that determine the selection of the appropriate international

advertising strategies and tactics. More specifically, first identifies three broad sets of factors (local,

firm and intrinsic) which influence international advertising decisions. Then proposes that the

standardization and adaptation of international advertising strategies represent the polar ends of a

continuum of transitional stages. Finally, discusses the ways and the degree to which international

advertising strategies can be adapted to different situations.

NEED OF INTERNATIONAL ADVERTISING

It's early days on the Internet, perhaps the most important communications conduit we've seen so

far. Yet even now, history is repeating itself. There are those who want to direct the traffic and set up

the roadblocks. We believe hyperspace is one more place where you should have the freedom toknow what's out there and the right to choose. Which is why advertising is dedicated to help develop

the tools and the technologies that will let you do just that?

While use of uniform advertising appeals offers a number of advantages, differences in customer

perceptions and response patterns across countries and cultures, as well as media availability and

government regulation are major barriers to use of a standardized campaign. Even though

technological developments allow adaptation of advertising appeals to different languages (for

example, TV can have audio channels in two languages, Internet messages can be automatically

translated), development of visual and verbal copy that works effectively in multiple countries poses

major creative challenges.

Faced with this dilemma, firms may use a global umbrella campaign combined with local country or

product-specific advertising. The global umbrella campaign develops a uniform image for the

company or brand worldwide, often relying on consistent visual images and the corporate logo.

Product-specific or country advertising builds on this image, modifying the appeal and providing

information tailored to the local market. The objective of the umbrella campaign is to provide an

integrating force, while local campaigns provide greater relevance to specific local customers and

markets.

International advertising is also a major force that both reflects social values, and propagates certain

values worldwide.

Language barrier

Language is one of the major barriers to effective communication through advertising. The problem

involves different languages of different countries, different languages or dialects within one country,

and the subtler problems of linguistic nuance and vernacular.


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The bicardi company wanted to sell the drink pavane in germany, but pavane is perilously close

to Pavian which means babbon. A company Marketing tomato paste in the middle east found that

in arabic the phrase tomato paste translates as tomato glue.

Tropicana brand orange juice was advertised asjugo de china in Puerto Rico, but transported to

Miamis Cuban community, it failed.Language translation encounters innumerable barriers that impede effective, idiomtic translation and

thereby hamper communication. This is especially apparent in advertising materials. Abstraction,

terse writing, and world economy, the most effective tool of the advertisers, pose problem for the

translators. Communication is impeded by the great diversity of cultural heritage and education

which exists within countries and which causes varying interpretations of even single sentences and

simple concept. Some companies have tried to solve the translation problem by hiring foreign

translators. This often is not satisfactory because both the language and the translator change.

Everyday words have different meanings in different cultures.

Low literacy in many countries seriously impedes communications and calls for greater creativity and

use of verbal media. Multiple languages within a country or advertising area pose another problem

for the advertiser.

Cultural Diversity

Communication is more difficult because cultural factors largely determine the way various

phenomena are perceived. If the perceptual framework is different, perception of the message itself

differs.

Knowledge of cultural diversity must encompass the total advertising project.

Media Limitation

Media may diminish the role of advertising in the promotional program and may force the marketers

to emphasis the other elements of promotional mix.

A marketers creativity is certainly challenged when a television commercial is limited to to 10

showing a year with no two exposure closer than 10 days. In some African countries advertisers run

boats up and down the rivers playing popular music and broadcasting commercial into the bush as

they travel.

INTERNATIONAL ADVERTISING HELPS IN:

Remind customers and prospects about the benefits of your product or service

Establish and maintain your distinct identity

Enhance your reputation

Encourage existing customers to buy more of what you sell


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Attract new customers and replace lost ones

Slowly build sales to boost your bottom line

Promote business to customers, investors

INTERNATIONAL ADVERTISING CONCEPT

It entails dissemination of a commercial message to target audiences in more than one country.

Target audiences differ from country to country in terms of how they perceive or interpret symbols or

stimuli, respond to humor or emotional appeals, as well as in levels of literacy and languages

spoken. How the advertising function is organized also varies.

International advertising can, therefore, be viewed as a communication process that takes place in

multiple cultures that differ in terms of values, communication styles, and consumption patterns.

International advertising is also a business activity involving advertisers and the advertising agencies

that create ads and buy media in different countries. The sum total of these activities constitutes a

worldwide industry that is growing in importance. International advertising is also a major force that

both reflects social values, and propagates certain values worldwide.

The Communication ProcessThe process of communication in international markets involves a number of steps. First, the

advertiser determines the appropriate message for the target audience. Next, the message is

encoded so that it will be clearly understood in different cultural contexts. The message is then sent

through media channels to the audience who then decodes and reacts to the message. At each

stage in the process, cultural barriers may hamper effective transmission of the message and resultin miscommunication.

International Advertising as a Business PracticeInternational advertising can also be viewed as a business activity through which a firm attempts to

inform target audiences in multiple countries about itself and its product or service offerings. In some

cases the advertising message relates to the firm and its activities, i.e. its corporate image. In other

cases, the message relates to a specific product or service marketed by the firm. In either case, the

firm will use the services of an advertising agency to determine the appropriate message, advertising

copy and make the media placement.

Art Direction

Art direction is concerned with visual presentation- the body language of print and broadcast

advertising. Some forms of visual presentation are universally understood. Revlon, for example, has

used a French producer to develop television commercials, English and Spanish for use in the

international markets. These commercials, which are filmed in Parisian settings, communicate the

universal appeals and specific advantages of Revlon products. By producing its ads In France,


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Revlon obtains effective television commercials at a much lower price than it would have to pay for

similar length commercials produced in US. Pepsi Co has used four basic commercials to

communicate its advertising themes. The basic setting of young people having fun at a party or on a

beach has been adapted to reflect the general physical environment and racial characteristics of

North America, South America, Europe, Africa, and Asia,. The music in these commercials has also

been adapted to suite regional tastes, ranging from rock and role in North America to Bossa nova in

Latin America to Africa.

The international advertiser must make sure that visual executions are not inappropriately extended

into markets. Benetton recently encountered a problem with its United Colors of Benetton

campaign. The campaign appeared in 77 countries, primarily in print and on billboards. The art

direction focused on striking, provocative interracial juxtapositions- a white hand a black hand

handcuffed together, for example another version of campaign, depicting a black woman nursing a

white baby, won adverting awards in France and Italy. However, because the image evoked the

history of slavery in America, that particular creative execution was not in the U.S market

Cultural ConsiderationsKnowledge of cultural diversity, especially the symbolism associated with cultural traits, is essential

when creating advertising. Local country managers will be able to share important information, such

as when to use cautions in advertising creativity. Use of colors and man-women relationships can

often be stumbling blocks. For example, white in Asia is associated with death. In Japan, intimate

scenes between men and women are considered to be in bad taste; they are outlawed in Saudi

Arabia.

Advertising Communication System

Advertising communication always involves a perception process and four of the elements shown in

the model: the source, a message, a communication channel, and a receiver. In addition, the

receiver will sometimes become a source of information by talking to friends or associates. This type

of communication is termed word-of-mouth communication, and it involves social interactions

between two or more people and the important ideas of group influence and the diffusion of

information.

An advertising message can have a variety of effects upon the receiver. It can

Create awareness

Communicate information about attributes and benefits

Develop or change an image or personality

Associate a brand with feelings and emotions

Create group norms


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Precipitate behavior

Efficacy - Effectiveness of Advertising on International Markets

International Advertising as a Business Practice

International advertising can also be viewed as a business activity through which a firm attempts toinform target audiences in multiple countries about itself and its product or service offerings. In some

cases the advertising message relates to the firm and its activities, i.e. its corporate image. In other

cases, the message relates to a specific product or service marketed by the firm. In either case, the

firm will use the services of an advertising agency to determine the appropriate message, advertising

copy and make the media placement.

Advertising has gone through five major stages of development: domestic, export, international,

multi-national, and global. For global advertisers, there are four, potentially competing, business

objectives that must be balanced when developing worldwide advertising: building a brand while

speaking with one voice, developing economies of scale in the creative process, maximising local

effectiveness of ads, and increasing the companys speed of implementation. Born from the

evolutionary stages of global marketing are the three primary and fundamentally different

approaches to the development of global advertising executions: exporting executions, producing

local executions, and importing ideas that travel.

Advertising research is key to determining the success of an ad in any country or region. The ability

to identify which elements and/or moments of an ad that contributes to its success is how economies

of scale are maximised. Once one knows what works in an ad, that idea or ideas can be imported by

any other market. Market research measures, such as Flow of Attention, Flow of Emotion and

branding moments provide insight into what is working in an ad in any country or region because the

measures are based on the visual, not verbal, elements of the ad.

MEASURING ADVERTISING EFFECTIVENESS

Just as important as creating a strong marketing plan is following through on the results. How will

you know which ads are working if you dont analyze the results? Check the effectiveness of your

advertising programs regularly by using one or more of the following tests:

1. Run the same ad in two different publications with a different identifying mark on each. Ask

customers to clip the ad and bring it in for a discount or free sample. Or, if youre running an ad that

asks customers to order by mail, put a code in your company address such as Dept. SI. By looking

at the marks on the clipped ads or the addresses on the mail-in orders, youll be able to tell which ad

pulled better.

2. Offer a product at slightly different prices in different magazines. This has the added benefit of

showing whether consumers will buy your product at a higher price.
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3. Advertise an item in one ad only. Dont have any signs or otherwise promote the item in your

store or business. Then count the calls, sales or special requests for that item. If you get calls, youll

know the ad is working.

4. Stop running an ad that you regularly run. See if dropping the ad affects sales.

5. Check sales results whenever you place an ad for the first time.

6. Checks like these will give you some idea how your advertising and marketing program is

working. Be aware, however, that you cant expect immediate results from an ad. Especially with

small adsthe type most entrepreneursare likely to be runningyou need to give the reader a

getting to know you period during which he gets to feel comfortable with your business.

METHODOLOGY

The manager needs to engage in situation analysis with respect to the market conditions that are

operating at the time and to assess the consumer/market, competitive, facilitating agency, and social

legal, and global factors that will affect decision making and the development of the plan. It is vital

that the advertising plan be developed so as to mesh with and support the various components ofthe marketing and communications mix such as personal selling, pricing, public relation, and

promotion. The advertising manager also needs to know the major areas of his or her planning and

decision-making responsibilities.

There are three areas of major importance:

Objective And Target Selection,

Message Strategy and Tactics,

Media Strategy and Tactics.

Consumer and Market Analysis A situation analysis often begins by looking at the aggregate market

for the product, service, or cause being advertised: the size of the market, its growth rate,

seasonality, geographical distribution; the possible existence of different segments; and trends in all

of these aggregate market characteristics. Competitive Analysis Advertising planning and decision-

making are heavily affected by competition and the competitive situation the advertiser faces.

Competition is such a pervasive factor that it will occur as a consideration in all phases of the

advertising planning and decision-making process. A type of market structure analysis that involves

the development of perceptual maps of a market, for example, attempts to locate the relative

perceptual positions of competitive brands.

Situation analysis should usually include an analysis of what current share the brand now has, what

shares its competitors have, trends in these shares, reasons for these trends, what share of a

market is possible for the brand, and from which competitors an increase in share will come. The

planner also has to be aware of the relative strengths and weaknesses financial, production, and

marketing of the different competing companies, and the history of competitive moves and objectives

in the product category.
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The Marketing Plan Advertising planning and decision making take place in the context of an

overall marketing plan. The marketing plan includes planning, implementation, and control functions

for the total corporation or a particular decision-making unit or product line. The marketing plan will

include a statement of marketing objectives and will spell out particular strategies and tactics to

reach those objectives. The marketing objectives should identify the segments to be served by the

organization and how it is going to serve them. The needs and wants of consumers on which thefirm will concentrate, such as the needs of working men and women for easily prepared meals, are

identified and analyzed in a marketing plan.There are several marketing tools that can be used to help an organization achieve its marketing

objectives. Most people are familiar with the 4 Ps the marketing mix which includes product, price,

place, and promotion. A marketing plan formulates the strategy and tactics for each of these.

Message Strategy and TacticsThe actual development of an advertising campaign involves several distinct steps. First, the

advertising manager must decide what the advertising is meant to communicate by way of benefits,

feeling, brand personality, or action content. Once the content of the campaign has been decided,

decisions must be made on the best and most effective ways to communicate that content.

Media StrategyAlthough there are many rules of thumb often used to decide how much money to spend on

advertising, the soundest rules involve beginning with a detailed specification of what a corporation

is attempting to accomplish with advertising, and the resources necessary. It is only when the job to

be done is well specified that the amount and nature of the effort the amount of money to be

invested in advertising can be really determined.

STANDARDISATION VIS A VIS LOCALISATION

Adaptation as a general tendency of the cross-national advertising literature

The feasibility of ad standardization depends on variables related to the economic,

technological, legal, social, and cultural environment. Within a homogeneous environment

advertising standardization is recommendable. If, on the contrary, environmental variables across

markets are heterogeneous, customized advertising should be favored. Reviews of cross-national

advertising studies, either regional or global generally conclude in favour of adaptation. Standardized

advertising is hindered if the use of certain media or execution elements is restricted, for instance in

countries such as Malaysia which prohibits the use of foreign models in advertising. In a similar way,

a heterogeneous economic environment across countries makes advertising standardization more

difficult. Advertising execution has to take into account the education, literacy, and income levels of

target groups. The competitive environments as well as the actual life cycle stage of a product are

further factors in favor of adaptation. The cultural environment is seen as the highest barrier against

standardized advertising. Differing needs, traditions, consumption habits, religion etc. make the use

of an identical advertising approach across markets difficult.


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On average, the cross-national advertising literature leans towards adaptation rather

than standardization of advertising worldwide.

Change over time

Many studies point to the persistent need of ad adaptation . For instance, an analysis of U.S.

companies operating in Europe showed that, between 1963 and 1983, advertising was more

resistant to standardization than product or brand policies . However, there are many arguments in

favour of a trend towards advertising standardization, especially due to strong globalization over the

last 20 years. A number of developing countries have been accessing the status of advertising

intensive countries. China and India are a case in point for a dramatic change in the place of

advertising in the overall business and consumer scene. Authors coming from the corporate world,

either advertisers or agencies, have consistently argued in favour of ad standardization and the

possibility of putting up a global message with localized communication . Furthermore, rapidly

changing communication technologies (Internet ads, satellite TV) influence global advertising: media

overlaps push companies to more standardized advertising approach.

: Advertising standardization is increasing over time due the globalization trend.

Adaptation to local contexts still needed

Religion act as filters of advertising messages, transforming factual information into culturally

interpreted meaning.

: Culture and local customs are positively related to adaptation recommendation

Advertising strategy versus advertising execution

Advertising content consists of two major elements: strategy and execution. Although there is

obviously some overlap between both categories, advertising strategy comprises 'what is said' andexecution concerns more 'how it is said'. Degree of adaptation should increase over a continuum of

four levels: mission (long term, identity and vision of the communicator),proposition (campaign

themes), creative concepts (how themes are translated in the language and cultures of the target

groups) and execution. While mission and proposition can rather easily be globalized, execution will

need much local tailoring.

: Advertising strategy is more standardization prone than ad execution.

Influence of product category on the degree of standardization Of international advertising

Product type may have an influence on advertising standardization. Products satisfying

fairly universal needs whose ad messages mostly carry rather context-free information cues are

easier to standardize. Ads for certain product categories may be easier to standardize because they

correspond to global (airlines, tobacco, banks,) rather than multidomesticindustries (food, motor

insurance,).

: The level of advertising standardization is contingent on product category

im lovin it: An International Motto
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the quality of personnel, reputation, integrity, mutual understanding, interpersonal compatibility, and

synergism were very important.

Fact file The majority of large advertising agencies are headquartered in the US. Of the ten largest

advertising agency groups, seven are headquartered in the US, and one each in the UK, France andJapan, although WPP, the British agency holding company, is made up of two large US-based

agencies.

With the exception of Dentsu, the Japanese agency, most other agency networks generate the

majority of their revenues outside their home country.

The largest agency group, Omnicom, places over $37 billion of advertising for its clients around

the world and derives half its revenue from outside the US.

US-based advertising agencies and their subsidiaries are responsible for most of the

advertising throughout the world.

China is the next largest advertising market and is also growing rapidly

INTERNATIONAL ADVERTISING AS A SOCIAL FORCE

In the view of the advertiser the primary objective of advertising is to sell products or services. In

achieving this primary goal, there are often profound secondary consequences. Advertising exerts a

formative influence whose character is both persuasive and pervasive. Through the selective

reinforcement of certain social roles, language and values, it acts as an important force fashioning

the cognitions and attitudes that underlie behavior not only in the market place, but also in all

aspects of life. In an international setting, advertising has an important social influence in a number

of ways. First, much international advertising is designed to promote and introduce new products

from one society into another. Often this results in radical change in life-styles, behavior patterns of a

society, stimulating for example the adoption of fast food, casual attire or hygiene and beauty

products. International advertising also encourages desire for products from other countries, it

creates expectations about "the good life", and establishes new models of consumption. Advertising

is thus a potent force for change, while selectively reinforcing certain values, life-styles and role

models.

Often the symbols, ideals and mores that international advertising portrays and promotes are those

of Western society and culture. Through the reach of advertising, brands such as Levi's, Nike,

Marlboro and McDonalds are known by and have become objects of desire for teens and young

adults throughout the world. Similarly, images and scenes depicted in much international advertising

are either Western in origin or reflect Western consumption behavior and values. Even where

adapted to local scenarios and role models, those shown often come from sectors of society, such


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as the upwardly mobile urban middle class, which embrace or are receptive to Western values and

mores.

Consequently, a criticism frequently leveled at international advertising is that it promulgates

Western values and mores, notably from the US, in other countries. This is viewed particularly

negatively in societies with strong religious or moral values, which run counter to those of the Westas, for example, Islamic societies in the Middle East. When Western advertising depicts sexually

explicit situations or shows women in situations considered as inappropriate or immoral, it is likely to

be considered a subversive force undermining established cultural mores and values. Equally, in

some countries such as France, there is a strong negative reaction to the imposition of US culture,

values and use of English in advertising. Promotion of tobacco products by US and UK companies in

countries where there is no legislation regulating or banning cigarette advertising has also been

criticized.

At the same time, international advertising also acts as an integrating force across national

boundaries. It disseminates messages using universal symbols and slogans, and establishes a

common mode of communication among target audiences in different parts of the world. At the same

time, multicultural values are reinforced by advertisers, who adopt images incorporating peoples of

different nations and diverse cultural backgrounds, as, for example, the Colors of Benneton

campaign or the British Airways "Peoples of the World" campaign. The impact of such campaigns is

further reinforced by the growth of global media such as Star TV, CNN, MTV or print media that

target global audiences worldwide. Consequently, while, on the one hand, international advertising

can be viewed as a colonizing force propagating Western values and mores throughout the world, it

is also an important force integrating societies and establishing common bonds, universal symbols

and models of communication among peoples in different parts of the globe.

CONCLUSION

Thus we see advertising has multiple layers to it. A lot more than what actually meets the

consumers eye goes into creating a successful advertisement or an advertisement campaign. In

todays era of consumerism the need for advertisements to break the clutter and stand out becomes

absolutely imperative. Advertising has multiple media at its disposal with each having its respective

strengths and limitations. For instance radio still has a reach to rural India like no other medium can.

Also it overcomes the barrier of illiteracy in a developing country like India. On the other hand

mailers pop ups are an excellent way to remain visible to the urban techno- savvy Internet using

consumers. Depending on the target audience the medium best suited should be exploited to the

hilt.

Digital media advertising (internet, mobile and digital signage) is expected to emerge as the medium

of choice for advertisers. Of the available media, it was the fastest growing segment in 2008. Its

better return on investment and the comparative ease with which its efficacy can be measured will


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ensure that the trend continues, say analysts. Rising interest in social networking in 2008 has made

brands think seriously about online advertising. According to a Ficci-PwC report, it is expected to

touch Rs 1,100 crore in 2011 from the current Rs 300 crore.

In terms of marketing it is a very potent tool to create awareness and lure the consumer to buy the

product. But one must not underestimate the discerning capacity of the buyers. Advertisements mustachieve the difficult task of creating the world of possibility at the same time living up to what they

promise to the consumer. Else, it may backfire. The common traps in marketing are promising

something and then not delivering it. Therefore, along with your marketing strategy, its also

important to service other not so obvious touch- points so as to provide a consistent 360-degree

brand experience to your consumers.

International advertising is a creative and cultural challenge. Before conveying any message one

must have a fair idea about the sensitivities that are specific to every culture. For instance, different

cultures have different flavours of humour. An Indian advertisement cannot humour the elders as it

would offend the cultural beliefs that the country represents. A good positive example of this would

be which captures the spirit how money has different cultural connotations to it in India.

Clients increasingly working in global matrix structures expect their service providers to mirror those

structures. With the market maturing, international expertise has become imperative at the local

level. Globalisation, too, has opened up opportunities for Indian professionals.

An advertisement campaign is a big challenge. The critical part of making an advertising campaign is

determining acampaign theme, as it sets the tone for the individual advertisements and other forms

ofmarketing communications that will be used. The campaign theme is the central message that will

be communicated in the promotional activities. The campaign themes are usually developed with theintention of being used for a substantial period but many of them are short lived due to factors such

as being ineffective or market conditions and/or competition in the marketplace and marketing mix.

The Vodafone campaign is yet another classic example of the same.

Getting celebrities who have attained iconic status is a popular way to endorse a brand. But what

makes it break the clutter is the fact how one creatively leverages the presence of a celebrity. This is

exactly where Amir Khan with his Coca Cola campaign achieved wonders. His each character

catered to different cultural ethnicities that India comprises of.

Celebrities are seen to covertly endorse brands as well. For example, one observes product

placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent

James Bond films, most notably Casino Royale.

It is seen that after United States, China is the next largest market in terms of advertisement. But

India too is not far behind as some its advertisements have got noticed in the international

community.
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Advertisement is therefore, has elements of both an art as well as science. The art comes in the

creativity and visualization. While the other bit is taken care of in terms of consumer behaviour

comprehension in marketing. A good example of this would be Virgin Mobile, a brand targeted at the

youth, the learning was that Indian youth are not out and out rebellious, but work around problems to

get their way. Or, as one teenager put it, their mantra is jugaad. This was expressed evocatively as

inventive thinking that breaks the firewall of sanctions.

A final word of caution by David Ogilvy a Scottish born British military intelligence officer and later top

advertising executive Never write an advertisement which you wouldn't want your family to read.

You wouldn't tell lies to your own wife. Don't tell them to mine.

.

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