Outline

• Evolution of global marketing• The global perspective• International management• The global advertising plan• Approaches to international advertising

campaign• Special international considerations

Chapter 18

International Advertising

Chapter 18: International Advertising 2

• Regional brands versus international brands

• Home country production• Export• Nationalization versus rationalization

Evolution of Global Marketing

Chapter 18: International Advertising 3

• Corporate philosophy that directs products and advertising toward a worldwide market

• Global brands

The Global Perspective

Chapter 18: International Advertising 4

• Theodore Levitt– One global market

• Philip Kotler– Variations are the key to success

• Schools of thought– Standardization– Localization– Contingency

The Global Debate and Advertising

Chapter 18: International Advertising 5

• Lingua franca• Global advertising plan• Market analysis model• Culture-oriented model

– High-context cultures

– Low-context cultures

• Selecting an agency

International Management

Chapter 18: International Advertising 6

• Centrally controlled campaigns• Centrally conceived campaigns• Determining global advertising

objectives• Positioning the global product

Approaches to the International Advertising Campaign

Chapter 18: International Advertising 7

• Setting the budget• Selecting media for international

campaigns• Satellite transmission• The Web in international advertising

Approaches to the International Advertising Campaign

Chapter 18: International Advertising 8

• Execution of international campaigns• Media choices

– Availability• Quantity and accessibility

– Costs– Coverage

• The global creative effect• Evaluating effectiveness

Approaches to the International Advertising Campaign

Chapter 18: International Advertising 9

• Laws and regulations• Custom and culture• Time• Inertia, resistance, rejection, and politics

Special International Considerations