INTERNATIONAL

MARKETING
Global Communication Strategies

Dr. Khanh Ngo

khanh.ngo@isb.edu.vn

www.isb.edu.vn
 What did you learn from previous session?

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Code:

11/26/2021 Dr. Khanh Ngo www.isb.edu.vn

 From Principle of Marketing

11/26/2021 Dr. Khanh Ngo www.isb.edu.vn

 From Principle of Marketing

Promotion
Mix

Sales Personal Public Direct

Advertising
Promotion selling relations Marketing

Broadcast Discounts Sales presentations Press releases Catalog

Print Coupons Trade shows Sponsorships Telemarketing
Internet Displays Incentive programs Special events Kiosks
Outdoor Demonstrations Web pages

11/26/2021 Dr. Khanh Ngo www.isb.edu.vn

 Learning Objective

• Global Advertising and Culture

• Setting the Global Advertising Budget
• Creative Strategy
• Global Media Decisions
• Advertising Regulations
• Choosing an Advertising Agency
• Other Communication Platforms
• Globally Integrated Marketing Communications (GIMC)

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Introduction

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 Introduction

Why should someone peep in your life because of

cracks in the skin of your feet?

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 Introduction

• There are many cultural challenges that advertisers face in global

marketing
• Global advertising encompasses areas such as advertising planning,
budgeting, resource allocation issues, message strategy, and media
decisions. Other areas include: local regulations, advertising agency
selection, coordination of multi-country communication efforts and
regional and global campaigns.

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 Global Advertising and Culture

• Language Barriers
• Language is one of the most formidable
barriers in global marketing.
• Three types of translation errors can
occur in international marketing:
• Simple carelessness
• Multiple-meaning words
• Idioms or local slang
• Other Cultural Barriers
• Religion,…

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 Question

What do you know about budgeting?

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Setting the Global Advertising Budget

Resource Allocation:
• Bottom up budgeting/ Top
down budgeting
• Above the line (ATL)/ Below the
line (BTL)

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Exhibit 13-2: Average ad Spending per Capita
(2014)

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 Creative Strategy

• The “Standardization” versus “Adaptation” Debate

• Merits of Standardization:
• Scale Economies
• Consistent Image
• Globalization of Media
• Global Consumer Segments
• Creative Talent
• Cross-Fertilization

https://www.youtube.com/watch?v=zpP-Rhs6e-4&list=PL17o6Ir99d-
2sIBRkoXY1oW-dpnLD9t2h&index=2
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 Creative Strategy

• Barriers to Standardization
• Cultural differences
• Advertising regulations
• Market maturity
• “Not invented here” (NIH) syndrome

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 Creative Strategy

• Approaches to Creating
Advertising Copy
• “Laissez-Faire”: develop locally
• Export Advertising: develop by
centrally located ad agency
• Prototype standardization: the
same for theme, core value,
slogan,…
• Concept Cooperation:
guidelines on the positioning
theme

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 Group activity

What is your sales, communication objective? Budget

decision? Resources allocation?
What is your creative strategy: Standardization or
Adaptation? Advertising Copy? Universal Appeals?

11/26/2021 Dr. Khanh Ngo www.isb.edu.vn

 Global Media Decisions

In some countries, media decisions are much more critical than the
creative aspects of the communication campaign.
• Media Infrastructure: Differences are in media availability, accessibility, media
costs, and media habits.

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 Global Media Decisions

• Media Limitations:
• Media availability
• Media cost
• Quality of local media

• Recent Trends in the Global Media

Landscape
• Rise of global and regional media
• Growth of nontraditional interactive media
• Improved media monitoring

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 Advertising Regulations

• Major advertising regulations: rules and laws that limit the way
products can be advertised
• Advertising of “Special Products” & Pharmaceuticals
• Comparative Advertising

https://www.youtube.com/watch?v=N0NpZKaSerg
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 Advertising Regulations

• Major advertising regulations: rules and laws that limit the way
products can be advertised
• Foreign-made ads
• Content of Advertising Messages
• Advertising Targeting Children

https://www.youtube.com/watch?v=nwQp1_DZyXk
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 Advertising Regulations

• Strategies to deal with advertising regulations:

• Keep track of regulations and pending legislation
• Screen the campaign early on
• Lobbying activities
• Challenge regulations in court
• Adapt marketing mix strategy

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 Choosing an Advertising Agency

• Options for choosing an ad

agency:
• Work with the agency that handles
the advertising in the firm’s home
market.
• Pick a purely local agency in the
foreign market.
• Choose the local office of a large
international agency.
• Select an international network of
ad agencies that spans the globe.

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 Choosing an Advertising Agency

When screening ad agencies, consider:

• Market coverage
• Creative talent
• Expertise with developing a central
international campaign
• Creative reputation
• Scope and quality of support services
• Desirable image (“global” versus
“local”)
• Size of the agency
• Conflicting accounts

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 Question

What is sales promotion? Give some example.

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 Other Communication Platforms

Sales Promotions
• •
• Short-term incentive Consumer •
Samples
Coupons •
Premiums
POP Promotions
Final buyers
tools that lead to (Pull)
Promotions • Rebates (Cash Refunds) • Contests, Sweepstakes
• Price Pack (Cents off)
quicker and/or larger
sales of a particular • Discount
product by consumers Retailers + Trade • Allowance
Wholesalers Promotions • Free goods
or the trade. (Push) • Specialty advertising

• Cultural perceptions
• Government Business Business • Convention and Trade shows
Customers Promotions • Sales contests
regulation

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Exhibit 13-7: Which Techniques Are Allowed
in Europe

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 Question

What is direct marketing?

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 Other Communication Platforms

• Direct marketing

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 Other Communication Platforms

• Mobile (Brand-in-the-Hand) Marketing

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 Other Communication Platforms

• Global Sponsorships

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 Other Communication Platforms

Trade Shows:
• Decide on what trade shows to attend at least a year
• Prepare translation of product materials, price
lists,…
• Bring plenty of literature.
• Bring someone who knows the language or a
translator
• Send out direct-mail pieces to potential attendees.
• Find out the best possible space, for instance, for
traffic
• Plan the best way to display your products and your
story
• Assess the impact of trade show participation on the
company’s bottom line.

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 Other Communication Platforms

• Product Placement: the brand is placed in the context of a movie, television

show, video games, or other entertainment vehicles

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 Other Communication Platforms

• Branded Entertainment (Content): creation of content (usually “entertainment”)

as a platform to promote the focal brand

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 Other Communication Platforms

Viral Marketing: boosting a self-replicating viral process through a social network

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 Other Communication Platforms

Global Public Relations and Publicity: building up good relationships with various
stakeholders (employees, press, distributors, customers, and government authorities)

Special
News Speeches events

Corporate Public
Written
identity service
materials
materials activities

Buzz Social
marketing networking Internet

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 Group activity

What does your project group want to do with: Media, Sales

Promotions, others communication platforms (direct
marketing, sponsorship, mobile marketing, trade show,
product placement, brand entertainment, viral marketing,
public relation and publicity?

11/26/2021 Dr. Khanh Ngo www.isb.edu.vn