John Wiley & Sons, I nc c 1998
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COMMUNICATING WITH
THE WORLD CONSUMER
John Wiley & Sons, I nc c 1998
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Communicating with the World
Consumer
• Overview
• 1. Constraints on Global Communications Strategies
• 2. Setting the Global Advertising Budget • 3. Message Strategy
• 5. Global Media Decisions
John Wiley & Sons, I nc c 1998
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1. Overview
• 1. Select target audience and positioning theme
• 2. Set specific campaign objectives (strategic and operational)
• 3. Determine the promotional budget • 4. Develop the message strategy
• 5. Decide on the media strategy
• 6. Monitor and assess campaign effectiveness
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1. Constraints on Global Communication
Strategies
• Language Barriers
– Exhibit 14-2 Five Different Ways for Saying “tires” in Spanish
• Cultural Barriers
• Local Attitudes toward Advertising
– Exhibit 14-3 Global Attitudes toward Advertising – Exhibit 14-4 Ranked Responses for Why Customers
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1. Constraints on Global Communication
Strategies (cont)
• Media Infrastructure
• Advertising Regulations
– Advertising of “Vice Products” and Pharmaceuticals
– Comparative Advertising
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1. Constraints on Global Communication
Strategies (cont)
actions to cope with advertising regulations
– 1. Keep track of regulations and pending legislation
– 2. Lobbying activities
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2. Setting the Global Advertising Budget
– Exhibit 14-5 European Computer Advertising; Ad Spending in US$ by Top 9 Marketers for January-December 1992
• Percentage of Sales
• Competitive Parity
• Objective-and-Task
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3. Message Strategy
• The “Standardization” versus “Adaptation”
Debate
• Merits of Standardization
– Scale Economies – Consistent Image
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3. Message Strategy (cont)
– Cross-Fertilization
– Exhibit 14-7 Agency Survey: Mean Importance of Reasons for Standardizing Multinational
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3. Message Strategy (cont)
• Barriers to Standardization
– Cultural Differences
– Exhibit 14-8 Adaptation of Siemens Print Ad – Advertising Regulations
– Market Maturity
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3. Message Strategy (cont)
• Approaches to Creative Advertising Copy
– Export Advertising
– Exhibit 14-9 Examples of Universal Appeals – Prototype (Pattern) Advertising
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4. Global Media Decisions
• Media Infrastructure
– Exhibit 14-10 Ad Spending by Medium
• Media Limitations
– Exhibit 14-11 Media Vehicles used by Pepisco in Vietnam
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4. Global Media Decisions (cont)
• Recent Developments in the International
Media Landscape
– Growing commercialization and deregulation of mass media
– Shift from radio and print to TV advertising – Rise of global media
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4. Global Media Decisions (cont)
– Improved monitoring
– Improved TV-viewership measurement
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5. Choosing an Advertising Agency
options
– 1. Work with the agency that handles the advertising in the firm’s home market
– 2. Pick a purely local agency in the foreign market
– 3. Choose a local office of a large international agency
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5. Choosing an Advertising Agency
(cont)
criteria
– Market coverage – Quality of coverage
– Expertise in developing a central international campaign
– Scope and quality of support services
– Desirable image (“global” versus “local”) – Size of agency
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6. Coordinating International Advertising
• Monetary Incentives (Cooperative
Advertising)
• Advertising Manuals
• Feedback via the Internet
• Lead-Country Concept
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6. Coordinating International Advertising
(cont)
guidelines
– 1. Top management must be dedicated to going global.
– 2. A third party (e.g., the ad agency) can help sell key managers the benefits of going global. – 3. A global brief based on cross-border
John Wiley & Sons, I nc c 1998
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6. Coordinating International Advertising
(cont)
guidelines (cont)
– 4. Find product champions and give them
charter for the success of the global marketing program.
– 5. Convince local staff that they have an
opportunity in developing a global campaign. – 6. Get local managers on the global marketing
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7. Other Forms of Communication
• Sales Promotions
– Economic development – Market maturity
– Cultural perceptions – Trade structure
– Government regulations
