Chapter 9

Advertising Planning: An
International Perspective

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© 2009 South-Western, a part of Cengage Learning
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Taking on a Huge International
Advertising and IBP Challenge

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International Advertising

 Advertising that crosses national

and cultural boundaries

 Important issue: Cultures not

nations define the nature of
advertising messages

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 Overcoming Cultural
Barriers

Barriers to successful international

advertising:
 Ethnocentrism
– Tendency to view and value things through
one’s own cultural perspective
 Self-Reference Criterion (SRC)
– Unconscious reference to own cultural
values, experiences, and knowledge to
make decisions

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Cross-Cultural Audience
Research

 Economic conditions (LDC, NIH, HIC)

 Demographic characteristics
 Values
 Custom and ritual
 Product use and preferences

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 Challenges in Executing
Advertising Worldwide

 The Creative Challenge

 The Media Challenge

 The Regulatory Challenge

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 Creative Challenge

 Written and spoken language

 Translation difficulties
 Culture-bound “picturing”
 Assumptions and inferences
 Identifying cross-cultural icons
and symbols

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 Ad in Context Example

Why
Why could
could this
this ad
ad be
be
used
used on
on aa world-wide
world-wide
basis?
basis?

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 The Media Challenge

 Availability and Coverage

– Too few options
– Too many options
– Global television now possible though

 Costs and Pricing

– Complex due to many options
– No set pricing in some markets
– Global coverage is expensive
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 Regulatory Challenges

What are the . . .

 Products that can be advertised?
 Appeals that can be used?
 Times that products may be promoted?
 Rules regarding foreign language use?
 Restrictions on using national symbols?
 Taxes levied against advertising?

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Regulatory Challenges

 Can you use:

– Ads directed to children?
– Foreign languages in ads?
– National symbols in ads?

 Advertising may be taxed

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 International Agency
Options

Global Agency
 Greater integration
 Economies of scale
Local agency
 Highly localized
 Execution risks

International affiliates
 Local market expertise
 Cultural adaptation
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 Ad Campaigns: Global
versus Local

Global Campaigns Local Campaigns

Message Message 1 Message 2 Message 3

Market Market Market

A B C

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 Ad in Context Example

Why
Why can
can Jack
Jack
Daniels’
Daniels’ use
use aa
global
global ad
ad
campaign
campaign
when
when other
other
advertisers
advertisers
often
often cannot?
cannot?

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Trends Promoting Global
Advertising

 Global communications
 Global youth
 Universal demographics and
lifestyle trends
 Americanization of consumption
values

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 Arguments Against Using
Global Campaigns

 Audiences in different cultures place value

on different brand attributes
 Global campaigns can defy local customs
or ignore local competition
 Local managers will not support a global
campaign and message

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