Orkhan Taghiyev

Globalization is a real process in the global market, an increasing number of global companies and global brands. The strategy of globalization and standardization of advertising is very attractive performances as saving the cost of manufacturing and marketing promotions, offers strong competitive position, tighter central control over compliance with marketing ideas and promotional advertising offers a unique, coordinated actions in the positioning of the goods, the growth of international cosmopolitan, international culture and the universal uniform of motivation, transfer of nonverbal visual information in ways that the development of global television and satellite networks, promote the standardization of high-tech goods.

The main problems.

1) Availability of media may be limited to such factors : a- Regulation of advertising time on public radio and TV channels. For example, in Belgium, radio advertising is placed only private radio station; - Protectionism. For example, in Australia the media advertise only national production; - Monopolization of the media. For example, in Japan, full market coverage can be provided by placing advertisements in three leading newspapers. However, 30-50% of the advertising space they are usually purchased by large national agency "Dance", so the newspaper can refuse to publish further announcements; - Payment terms of advertising time on TV (radio). For example, in South Africa on TV time should be paid for the year ahead. To solve these problems, companies are finding the following outputs: - In countries where popular to go to the movies, advertise in cinemas; - Carry advertising at point of sale or use non-traditional, selected for the market structures

2)The level of costs in international marketing is always higher than in the domestic market, due to: - The cost of translation and adaptation of text to the cultural and other characteristics of the foreign market; -The limited scope of media consumers in some markets; -

Inability to use the media to reach the target segment in some countries; - Inflated prices for foreign advertisers.

3) Check the coverage achieved in most cases it is difficult for several reasons: - Lack of data; - Inability to monitor the publication of advertisements in many regions (according to some estimates, about a quarter of the paid advertising will not be published); - Lack of a single market for all methods of determining the scope and frequency, leading to incomparability of data; - Imposition of the media, particularly relevant to satellite television. For example, commercials intended for Frenchspeaking part of Switzerland and Belgium, may be accepted in France, with satellite television with the development of this issue is updated, and cannot really practice to determine the frequency and scope of the program with a fully standardized advertising campaign.

4) When choosing a type of advertising should be aware of the following circumstances: Direct mail (direct mail) has one important advantage - the ability to go directly to a potential client, and at least three major drawbacks: - Difficulties in compiling an address list of foreign respondents;

- Uneven level of literacy of the population, making this type of advertising is almost unacceptable to underdeveloped countries; - Poor quality of postal services in developing and underdeveloped countries.

Features of the international advertising: Example : In Malaysia, as well as in Australia, the law requires that advertisements produced by domestic specialists, in order to avoid the influence of the West. There are two approaches to segmentation of the target audience in international marketing: internal and external. The first approach is related to differential characteristics of potential consumers of transnational corporations on the domestic market. The second approach is to segment the world market as a whole and to identify those countries that demonstrate the relative attractiveness. The important geographical features of the segmentation for us are the size of the country, the number and density of population in the whole country and some regions in particular, as well as the presence of certain climatic zones. These symptoms are most relevant for countries that occupy a large area with an uneven distribution of population density.

For the correct selection of advertising characters should also be aware of the appearance of a typical representative of the nation (height, weight, hair color and skin color, eye shape, etc.) and his preferences in dress (sloppy, loose clothing, festive and elegant. In the process of identifying the target audience must be considered as signs of psychographic segmentation. character means the words, gestures, as well as items that are of particular importance and recognized representatives of this culture. By the symbols may include a certain type of clothing or make-up of brands, the use of jargon. It's like a sign of a certain culture, signs of its manifestation.

Channels of communication are a set of modern advertising, the use and operation of which is determined by several factors, ranging from legislation in the field of advertising and finishing characteristics of the local landscape, traditions and way of life. In considering this element of the advertising communication is necessary to clarify the following: 1) The laws governing the use of the main advertising media in the country (radio, television, magazines, outdoor advertising) in respect of the permissible duration of advertising requirements for the advertising content, size and placement of the territory, etc. 2) The most popular with the public media, the reasons for the popularity (in other words, what sources of information are, first of all, what the specifics of the national media in comparison with the Russian); 3) the presence of specific only for this country's advertising (predominant prevalence of object-iconic signs) or the specific use of traditional means of accommodation (in Japan, for example, light boxes per customer within the same campaign will vary considerably, you will not see two identical)

Conclusion

Thus, the basic problem of international advertising in marketing: - The accessibility of mass media; - The level of costs; - Coverage of the target audience; - Ability to check the reliability of data on the coverage; - Select the type of advertising. The standardization of advertising has the following objectives: - Create an international image of the goods; - Reduce the costs of development and production of advertisements; - Synchronous speed access to the markets of different countries; - To avoid bias in the case of overlapping communications media and the movement of customers from one country to another. Adaptation of the advertising caused by such basic factors as legislation and macro features of international marketing. The most relevant national and cultural factors driving the need for legal, economic and cultural adaptation of advertising.