INTERNATIONAL ADVERTISING

INTERNATIONAL ADVERTISING
Any sponsored, paid message placed in a mass medium. The message may be: Audio: as in radio Visual: as in Billboards or magazines or Audio- Visual: as in Television

Constraints
International Advertising Language Differences Government Control Media Availability Economic Differences Local Distribution Taste & Attitude of the people Agency Availability

Coded Message

Decoded Message

International Marketer

Foreign Buyer

Elements
Copy: text Layout: framework/ Structure Headlines Sub heads Logos Message

INTERNATIONAL ADVERTISING Strategies

Standardization/ Extension one product, one message- world wide Pepsi, Coke, Diamonds, BMW automobiles Product Extension & Communication Adaptation Same Product but different communication message
For e.g. Tooth Paste is used in same manner every where but often for different reasons, like people in England & Canada use tooth paste for breath control, while in Asian countries it is used for oral hygiene

INTERNATIONAL ADVERTISING Strategies

Product Adaptation & Communication Extension when use conditions differ but needs remain constant. For e.g. TVs from outside look the same but from inside its another matter, for markets in which the variations in voltage require different circuits & cords. Electronic equipment s for America must be modified to accommodate 220- volts and in other countries 50 Hz electricity.

INTERNATIONAL ADVERTISING Strategies Dual Adaptation both product & promotion have to be changed.
For e.g. large refrigerators with large freezing compartments do not appeal to the people in a country where shopping for fresh food is done daily & refrigerators are mainly for short term storage.

INTERNATIONAL ADVERTISING Strategies

Product Invention

when the existing product is too expensive for foreign consumers. A brand new product with different features may have to be designed in order to make it affordable.
For e.g. for generations Indians have called washer man to do the laundry work. Seeing this as an opportunity for product invention, Whirlpool Corp. has appealed to young professional Indian couples who want western style automatic washing machines.

INTERNATIONAL ADVERTISING Strategies

Standardization

Individualization

Compromise

INTERNATIONAL ADVERTISING Strategies

STANDARDISATION

Reasons to use Standardization Strategy:

leads to economies of scale; The company maintains control over the image

projected by advertiser for the brand; Buyers everywhere will increasingly want the same products

INTERNATIONAL ADVERTISING Strategies

INDIVIDUALISATION

Reasons to use Individualization Strategy:

The advertiser is less likely to ignore the local variations that affect buyer behavior; The chances of cultural blunders decreases

INTERNATIONAL ADVERTISING Strategies

CONTINGENCY/COMPROMISE middle-of- the- road strategy.

In reality, no business has a completely global campaign. Even companies committed to globalization, such as Toyota and McDonalds, are restricted by language, regulations, and a lack of completely global media. So, the contingency approach is the best for developing advertising strategies.