chapter 7faculty.weber.edu/jhoffman1/courses/mktg_3450/ppts/promo_ch07.pdfcomplete reformulation of...
TRANSCRIPT
Chapter 7
The International Market
Environment for Brand
Promotion
7-1
1. Identify types of audience research that
contribute to understanding cultural barriers to
effective communication.
2. Describe challenges that complicate integrated
marketing communication in international
settings.
3. Compare the basic types of agencies that can
assist in brand promotion around the world.
4. Discuss the advantages and disadvantages of
globalized versus localized promotional
campaigns.
7-2
Communicating across Cultures
• All of us wear cultural blinders, so we must overcome substantial barriers in trying
to communicate with people from other countries. This is a major problem for
international marketers as they seek to promote their brands around the world.
• International marketers must overcome two biases: ethnocentrism and self-
reference criterion (SFC).
• To overcome these blind spots and avoid errors in advertising planning, marketers
need to conduct cross-cultural audience analysis.
• Such analyses involve evaluation in the target countries of:
• economic conditions—less-developed countries, newly industrialized
countries, and highly industrialized countries
• demographic characteristics—the demographic dividend
• values –individualism vs. collectivism
• customs and rituals—perpetuate a culture to the point of being ―invisible‖
to native participants
• product use and preferences—often specific to a culture, may depend on
rituals and customs
7-3
Communicating across Cultures, Continued
7-4
Exhibit 7.1 Wide Differences in Wealth
Communicating across Cultures, Continued
7-5
Challenges of International
Brand Promotion
• Worldwide marketers face three distinctive challenges in
executing their campaigns: creative, media, and regulations.
• The creative challenge derives from differences in
experience and meaning among cultures. Even picturing
can be problematic—the images featured in an ad may be
translated differently from one country to the next.
• Media availability, media coverage, and media costs vary
dramatically around the world. Global television networks
and direct broadcast by satellite (DBS) are helping
marketers to overcome these media issues.
• The amount and nature of advertising regulations vary
dramatically from country to country, sometimes forcing a
complete reformulation of a promotional campaign.
7-6
Challenges of International Brand Promotion, Continued
7-7
In this ad, Sears tells girls that its stores have everything they need to be shining stars at their
high school prom. The ad ran in Spanish-speaking countries throughout South America, but the
high school prom is a more common ritual in North America. Can a teen in Santiago spark to
the offer of a formal prom dress when she has no cultural context for interpreting the meaning
of ―prom‖? Not likely.
Challenges of International Brand Promotion, Continued
7-8
Ad Agencies for International
Marketing
• Advertising agencies offer marketers the expertise needed to develop
and execute brand promotion campaigns in international markets.
• Marketers can choose to work with global agencies, an international
affiliate of the agency they use in their home country, or local agencies
in the targeted market.
• Each of these agency types brings different advantages and
disadvantages on evaluative dimensions such as:
• geographic proximity
• economies of scale
• political leverage
• awareness of the client’s strategy
• knowledge of the local culture
7-9
Ad Agencies for International Marketing, Continued
7-10
Exhibit 7.2 Take Your Pick
Globalized versus Localized
Campaigns
• A final concern for international brand promotion entails the degree of
customization a marketer should attempt in campaigns designed to cross national
boundaries.
• Globalized campaigns involve little customization among countries, whereas
localized campaigns feature heavy customization for each market.
• Standardized messages bring cost savings and create a common brand image
worldwide, but they may miss the mark with consumers in different nations.
• As consumers around the world become more similar, globalized campaigns may
become more prevalent. Several trends are facilitating the creation of a global
consumer:
• Global communications provide standardized messages and homogenize
viewers. Common experiences and exposure on the Internet reinforces
shared values globally.
• Teenagers and youth culture in many countries share similar values and
lifestyles and thus make a natural target for globalized campaigns.
• Demographic and lifestyle trends are becoming common across multiple
cultures: more working women, more single-person households, increasing
divorce rates, and fewer children per household.
• The Americanization of consumption values around the world, greatly due to
the exportation of U.S. pop culture, has helped create a standardized global
audience. However, there is some backlash against this effect.
7-11
Globalized versus Localized Campaigns, Continued
7-12
You don’t need to speak Czech to appreciate the
intent of this ad. As with any Nokio product, it’s all
about ―connecting people‖ (especially young people).