Global Marketing Management, 5e Chapter 13 Copyright (c) 2009 John Wiley & Sons,

Global Marketing Management, 5e Chapter 13 Copyright (c) 2009 John Wiley & Sons, www.phwiki.com

Global Marketing Management, 5e Chapter 13 Copyright (c) 2009 John Wiley & Sons,

Lisaius, Som, Investigative Reporter has reference to this Academic Journal, PHwiki organized this Journal Global Marketing Management, 5e Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc. Chapter 13 Communicating with the World Consumer Chapter Overview 1. Global Advertising in addition to Culture 2. Setting the Global Advertising Budget 3. Creative Strategy 4. Global Media Decisions 5. Advertising Regulations 6. Choosing an Advertising Agency 7. Other Means of Communication 8. Globally Integrated Marketing Communications (GIMC) Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc. 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, in addition to media decisions. Other areas include: local regulations, advertising agency selection, coordination of multi-country communication ef as long as ts in addition to regional in addition to global campaigns. Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc.

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1. Global Advertising in addition to Culture Language Barriers Language is one of the most as long as midable barriers in global marketing. Three types of translation errors can occur in international marketing: Simple carelessness Multiple-meaning words Idioms (See Exhibit 13-1.) Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc. Chapter 14 Copyright (c) 2007 John Wiley & Sons, Inc. Exhibit 13-1: Five Different Ways of Saying Tires in Spanish 1. Global Advertising in addition to Culture Other Cultural Barriers Religion Cultural traps/cultural dimensions Geert Hofstede’s cultural grid can be used to assess the appropriateness of comparative advertising campaigns. The five cultural dimensions include: Power distance Uncertainty avoidance Individualism Masculinity Long-termism Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc.

2. Global Advertising Budget Companies rely on different kind of advertising budgeting methods: Percentage of Sales Competitive Parity Objective- in addition to -Task Method Resource Allocation The U.S. has the largest ad expenditures, followed by Europe Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc. Chapter 14 Copyright (c) 2007 John Wiley & Sons, Inc. Exhibit 13-2: Top 15 Global Advertisers–Measured Media Only (2007) Chapter 14 Copyright (c) 2007 John Wiley & Sons, Inc. Exhibit 13-3: Measured Advertising Spending by Region (2007)

Chapter 14 Copyright (c) 2007 John Wiley & Sons, Inc. Exhibit 13-4: Measured Ad Spending Comparison: P&G versus Unilever (2007) Chapter 14 Copyright (c) 2007 John Wiley & Sons, Inc. Exhibit 13-5: 2007 Ad Spending Allocation by 3 Biggest Advertisers in Key Markets 3. Creative Strategy The “St in addition to ardization” versus “Adaptation” Debate Merits of St in addition to ardization: Scale Economies Consistent Image Global Consumer Segments Creative Talent Cross-Fertilization Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc.

Chapter 14 Copyright (c) 2007 John Wiley & Sons, Inc. 3. Creative Strategy Successful universal appeals include: 1) superior quality 2) new product/service 3) country of origin 4) heroes in addition to celebrities 5) lifestyle 6) global presence 7) market leadership 8) corporate image 3. Creative Strategy Barriers to St in addition to ardization: Cultural Differences Advertising Regulations Market Maturity “Not-Invented-Here” (NIH) Syndrome Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc. Chapter 14 Copyright (c) 2007 John Wiley & Sons, Inc. Exhibit 13-6: Examples of Universal Appeals

3. Creative Strategy Approaches to Creating Advertising Copy: “Laissez Faire” Export Advertising Global Prototype Advertising Prototype St in addition to ardization Regional Approach Concept Cooperation Modular Approach Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc. 4. Global Media Decisions Media Infrastructure Media infrastructure differs from country to country Media Limitations The major limitation in many markets is media availability. Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc. Chapter 14 Copyright (c) 2007 John Wiley & Sons, Inc. Exhibit 13-7: Average Cost of a Prime-Time 30 Second TV Spot (2007)

4. Global Media Decisions Recent Developments in Global Media Growing commercialization in addition to deregulation of mass media Shift from radio in addition to print to TV advertising Rise of global in addition to regional media Growing spread of interactive marketing Growing popularity of text messaging Improved monitoring Improved TV-viewership measurement Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc. 5. Advertising Regulations Major advertising regulations: Advertising of “Vice Products” & Pharmaceuticals Comparative Advertising Content of Advertising Messages Advertising Targeting Children Issues of local languages Tax issues Advertising rates Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc. 5. Advertising Regulations Strategies to deal with advertising regulations: Keep track of regulations in addition to pending legislation Screen the campaign early on Lobbying activities Challenge regulations in court Adapt marketing mix strategy Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc.

6. Choosing an Advertising Agency Options as long as choosing an ad agency: 1. Work with the agency that h in addition to les the advertising in the firm’s home market. 2. Pick a purely local agency in the as long as eign market. 3. Choose the local office of a large international agency. 4. Select an international network of ad agencies that spans the globe. Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc. Chapter 14 Copyright (c) 2007 John Wiley & Sons, Inc. Exhibit 13-9: World’s Top 10 Ad Agencies (2007) 6. Choosing an Advertising Agency When screening ad agencies, consider: Market coverage Quality of coverage Expertise with developing a central international campaign Creative reputation Scope in addition to quality of support services Desirable image (“global” versus “local”) Size of the agency Conflicting accounts Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc.

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7. Other Means of Communication Sales Promotions Sales promotion refers to a collection of short-term incentive tools that lead to quicker in addition to /or larger sales of a particular product by consumers or the trade. Rationales explaining the local character of promotions: Economic development Market maturity Cultural perceptions Trade structure (pull vs. push promotions) Government regulations (See Exhibit 13-10.) Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc. Exhibit 13-10: Which Techniques Are Allowed in Europe Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc. 7. Other Means of Communication Direct Marketing Event Sponsorships Mobile Marketing Product Placement Viral Marketing Global Public Relations & Publicity Trade Shows Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc.

Chapter 14 Copyright (c) 2007 John Wiley & Sons, Inc. Exhibit 13-11: Examples of International PR Campaigns 7. Other Means of Communication Trade Shows Decide on what trade shows to attend at least a year in advance. Prepare translation of product materials, price lists, selling aids. Bring plenty of literature. Bring someone who knows the language or have a translator. Send out, ahead of time, direct-mail pieces to potential attendees. Find out the best possible space, as long as instance, in terms of traffic. Plan the best way to display your products in addition to to tell your story. Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc. 7. Other Means of Communication Trade Shows Do your homework on potential buyers from other countries. Assess the impact of trade show participation on the company’s bottom line. Per as long as mance benchmarks may need to be adjusted when evaluating trade show effectiveness in different countries since attendees might behave differently. On-line in as long as mation on trade show events is plentiful (e.g., www.tsnn.com). A recent phenomenon is the emergence of “virtual trade shows” (e.g., www.unisfair.com/Showcase.asp) Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc.

8. Globally Integrated Marketing Communications (GIMC) Integrated Marketing Communications (IMC): IMC coordinates different communication vehicles – mass advertising, sponsorships, sales promotion, packaging, point-of-purchase displays, so as long as th. Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc. 8. Globally Integrated Marketing Communications (GIMC) Globally Integrated Marketing Communications (GIMC): GIMC is a system of active promotional management that strategically coordinates global communications in all of its component parts. Both horizontal (country-level) in addition to vertical (promotion tools) approaches are used in GIMC. Chapter 13 Copyright (c) 2009 John Wiley & Sons, Inc.

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