International Advertising (Rajshree)

International
Advertising
Definition-
International advertising 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. In some cases,
multinational firms centralize advertising decisions
and budgets and use the same or a limited number
of agencies worldwide. In other cases, budgets are
decentralized and placed in the hands of local
subsidiaries, resulting in greater use of local
Steps involved in international
advertising
 Perform marketing research

 Specify the goals of the communication
 Develop the most effective message(s) for
the market segments selected
 Select effective media
 Compose and secure a budget
 Execute the campaign
 Evaluate the campaign relative to the goals
specified

International advertising as a
communication process

In international markets the

process of communicating to a
target audience is more complex
because communication takes
place across multiple contexts,
which differ in terms of
language, literacy, and other
cultural factors. In addition,
media differ in their
effectiveness in carrying
Global advertising
 Global advertising may fail for a

variety of reasons
1)Legal constraints-
 laws that control comparative

advertising vary from country to
country in Europe.
 It is illegal to use any
comparative technology ;you can
be sued if you do.
2)Linguistic limitation-

 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
3)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
4)Production and cost
limitation
Creativityis especially important
when a budget is small and
where there are severe
production limitations.

 In Egypt, static-filled TV and poor

quality billboards have led
companies such as coca-cola and
nestle to place their
advertisements on sails of
felluccas.
5) 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 marketer’s 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
6)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
Media planning and
analysis
1.Tactical considerations- An
advertiser must consider
a)Cost
b)Coverage
c)Appropriateness of the media.

 2.Availability
 Some countries have too few
advertising media and others have

too many
3.Cost
 media prices are susceptible to
negotiation in most countries.

4.Coverage
 At times certain advertising media

cannot reach certain sectors of the
population .And sometimes the
coverage lacks needed information
Advertising media

 Newspaper-
 In some countries there are so
many newspapers that the
advertiser has trouble achieving
even partial market coverage and
in some countries they have just
one or two major daily newspaper.

 2)Magazines
 There are varied types of consumer
magazines in the world. United
states has the maximum.
3)Radio and television
 these two are the major media.

 But in most countries television is
not available on the nationwide.
Radio is still popular in many
countries for many reasons

4)Direct mail-
 Direct marketers can promote their
products through all advertising media.
5)Outdoors-
 outdoor advertising include posters,
billboards, painted bulletins, roadside
and store signs and electric
spectaculars.Used overseas


6)Screen(cinema)
 Has true captive audience.
 But cinema is a very poor advertising
medium outside of the U.S
7)Directories
 books that provide listings of people,
professions, and institutions.

 E.g. yellow page telephone directories,
with a listing of various types of

companies.
8)internet
9)Stadium- Common in soccer stadium
ADVERTISING AND REGULATIONS

 Advertising can be affected by local

regulations in several ways.
 The availability of media (or the lack
 of it) is one example. When and how
much media time and space are made
available, if at all, is determined by local
authorities.
 In Belgium prohibits the use of electricity
for advertising purposes between
midnight and 8 a.m.
Standardized international
advertising
 It is the practice of advertising the
same product in the same way
everywhere in the world.
 There are three schools of thought on
the issue of standardised advertising.
 1)standardization
 2)individualization
 3)compromise
Standardization- doesn’t believe
in the heterogeneity of the
market. And the importance of
the localized approach.
Individualization-this school has a
belief that advertisers must
make note of of the differences
among countries .
Compromise-lies between
standardization and
individualization.
no
Criterion 1:Identification
the target group have unique and measurable characteristic. standardization
yes
no
Criterion 2: Selectivity
standardization
group be reached through the available media with minimum waste?
yes
no
Criterion 3: Response standardization
rably than other groups to this particular marketing mix(e.g.,a specially prepared
yes
no
Criterion 4: Size
standardization
significant enough in terms of size to justify a special attention?
no
Criterion 5: Cost/Profit standardization
ciated with the special attention to the group be less than incremental profit?
yes
Market segmentation
yes
Location (nonstandardization)
QUESTIONS
1.Do you think that there is a market for a
world or international newspaper?
Ans. we do not think there is a market for an
international newspaper. Because it is difficult

to have an international newspaper when it is
very hard to even have a true national
newspaper. International herald tribune and
the wall street journal are not available
everywhere and circulation is low.
 It is difficult because almost every
newspaper tries to be somewhat local in
nature .


2.As an advertising manager would you use a
standardized advertising?
 Ans. Yes, I would use standardized advertising .
 According to Keegan, it is appropriate to use
standardized advertising when,

a)There is one product, one message, worldwide.
 Eg. coke and pepsi.

b)Product extension-communications adaptation.
 A product maybe extended to other countries

because of uniform use conditions but due to
varied needs promotional message must be
changed.


c)Product adaptation communications
extension.
 When use conditions differ but needs remain
constant across markets, modification of
product but not promotion is necessary
d)Product invention.
 Used when existing product is too expensive

for foreign consumers.

3)What special media problems confront the
international advertiser?
Ans.
a)Legal constraints
b)Linguistic limitation
c)Cultural diversity
d)Media limitation
e)Production and cost limitation

4)Will the ability to broadcast advertising over t.v
satellites increase or decrease the need for
standardization of ads? what are the problems
associated with satellite broadcasting? comment.
 A n s. T h e a b ility to b ro a d ca st a d ve rtisin g o ve r
t. v sa te llite s w illin cre a se th e sta n d a rd iza tio n
o f g lo b a l a d ve rtisin g , m o re sp e cifica lly
a d ve rtisin g m e ssa g e s. It w illch a lle n g e th e
cre a tivity o f a d ve rtise rs.
 M o st p o p u la r fo re ig n sh o w , w h e e lo f fo rtu n e ,
is sh o w n in b o th U . K a n d in Fra n ce w h e re b o th
fre n ch a n d U . S ve rsio n s a re sh o w n .


 Problems associated with satellite
broadcasting is their strength to span a
wide geographical region covering different
country markets which may not be
desirable for some products.
 Single message may not be effective due to
cultural differences in language,
preferences and so on.
Thank
you

International Advertising (Rajshree)

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International

 Perform marketing research

In international markets the

 Global advertising may fail for a

 laws that control comparative

 Language is one of the major

 Knowledge of cultural diversity

 In Egypt, static-filled TV and poor

Communication is more difficult

c)Appropriateness of the media.

advertising media and others have

 media prices are susceptible to

negotiation in most countries.

 At times certain advertising media

 these two are the major media.

products through all advertising media.

 books that provide listings of people,

professions, and institutions.

with a listing of various types of

 Advertising can be affected by local

international newspaper. Because it is difficult

 According to Keegan, it is appropriate to use

standardized advertising when,

 Eg. coke and pepsi.

 A product maybe extended to other countries

 Used when existing product is too expensive

e)Production and cost limitation

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