Global Advertising and

Other IMC Tools

 The Multicountry Communications Pr
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 The Promotional Mix

 Advertising
 Direct Marketing
 Sales Promotion
 Publicity/Public Relations
 Personal Selling
 Sponsorship
 Global Advertising

 Global advertising can be defined as

advertising more or less uniform across many
countries, often, but not necessarily, in media
vehicles with global reach
 Challenges
– Overcoming the language barrier
– Overcoming the cultural barrier
– The impacts of regulations
 Advantages of Standardizing
Global Advertising
 Creative talent is scarce
 The economics of global campaign
 Global markets
 Global brand names and products
 Ad Agency Selection

 Company Organization
 National Responsiveness
 Area Coverage
 Buyer Perception
Uniformity of Copy and Visualization

 Identical Ads
– Usually with localization only in terms of language voice-over ch
ange and simply translation
 Prototype Advertising
– Global prototypes in which the voice-over abd the visual may be
changed to avoid language and cultural problems; the ad may be
re-shot with local spokespeople but using the same visualization
 Pattern Standardization
– The positioning theme is unified and some alternative creative co
ncepts supporting the positioning are spelled out but the actual e
xecution of the ads differs between markets
 Global Ad Content: The “Extension”
versus “Adaptation” Debate
 The message may not get through to the intended
recipient
 The message may reach the target audience but may
not be understood or may even be misunderstood
 The message may reach the target audience and may be
understood but still may not induce the recipient to
take the action desired by the sender
 The effectiveness of the message can be impaired by
noise
 Examples of Slogan Translations

 “If you don’t get it, you don’t get it”

– Washington Post
 “If you are not asking for it, you are asking for it”
– A Brand of Motor Battery
 “If you don’t look good, we don’t look good”
– Vidal Sassoon

 Try to Translate The following Two Slogans:

 “Just Do It!” Nike
 “Citi Never Sleeps” Citicorp
 Cultural Considerations
 Knowledge of cultural diversity, especially the symbolism
associated with cultural traits, is essential for creating advertising
 Use of colors and man-woman relationships can often be
stumbling blocks
– Men kissing (married or unmarried) women’s hands?
– The ring on the left or right hand?
– The woman preceding the man?
 Emphasis on the subjective or functional product attributes
 The use of sexually explicit or provocative imagery
 Food is the product category most likely to exhibit cultural
sensitivity
 Cultural differences hardly have any effect on the attitudes,
motivators, and needs involved in purchasing technology
 Japanese Creative Strategy

 Indirect rather than direct forms of expression are preferred in the

messages
 There is often little relationship between ad content and the
advertised product
 Only brief dialogue or narration is used in television commercials,
with minimum explanatory content
 Humor is used to create a bond of mutual feelings
 Famous celebrities appear as close acquaintances or everyday
people
 Priority is placed on company trust rather than product quality
 The product name is impressed on the viewer with short, 15-second
commercials
 Global Marketing
Communications
In the U.K., all advertising is allowed if not specifically
forbidden.

 In Germany, everything is forbidden if not specifically

allowed.

In Italy, everything is allowed, even if forbidden, and

In Belgium, nobody knows what’s forbidden.

 Media Decisions

 The availability of television of television, newspapers, and other

forms of electronic and print media varies around the world.
 Even when media availability is high, its use as an advertising
vehicle may be limited
– Television advertising either does not exist or is very limited in
Denmark, Sweden, or Norway
– The time allowed for advertising each day varies from 12 minutes in
Finland to 80 in Italy, with 12 minutes per hour per channel allowed
in France and 20 in Switzerland, Germany, and Austria
 Regulations concerning content of commercials vary, and there
are waiting periods of up to two years in several countries before
an advertiser can obtain broadcast time
– In Germany, advertising time slots are reserved and paid for one year
in advance
 Global Sales Promotion
 In-store or point-of-purchase promotions
– Price packs; Premiums; “buy one, get one free”; Sweepstakes
 Trade promotions
 Couponing
 Sampling
– Take advantage of event marketing
 Cross-Marketing
 Simplified Channel and
Promotion Structure
Manufacturer 1 Manufacturer 2

Trade
Promotion

Customer Customer
Promotion Promotion
Channel A Channel B
(Retailer A) (Retailer B)
Retail
Promotion

Customers
Customers
 Promotion: A Local Activity
 Economic Development
Low levels of economic development free samples and demonstration > coupons or on-p
ack premiums
 Market Maturity
Growing market  consumer sampling and coupons; Mature markets trade allowances
or loyalty programs
 Perceptions
Consumer and trade perceptions of promotional incentives are culturally inspired and ca
n vary from market to market
– Lego’s “Bunny Set” promotion succeeded in U.S. but failed in Japan
 The United States is by far the world leader in terms of the number of coupons is
sues. In 1997, 276 billion coupons were distributed and consumer redeemed abou
t 1.7 percent with an average value of 64 cents. Couponing accounts for 70 perce
nt of consumer promotion spending. Elsewhere, the percentage is much lower
 In Europe, couponing is widely used in the UK and Belgium; Couponing is not a
s widely used in Asia where saving face is important
 Japanese consumers are reluctant to use coupons at the checkout counter; a part
icular premium can be seen as a waste of money
 Influence and Roles in International
Sales Promotion

Minimum Maximum
•Design
•Execution

Adoption + Adaptation
•Strategy
•Design Strategy
Subsidiary •Execution •Cross-fertilization Headquarters
Influence •Information Transfer Influence

•Strategy
•Design
•Execution Cross-Fertilization
•Information Transfer

Information
Maximum Transfer Minimum
Local Regional Global

Low International Brand Uniformity High