Chapter Sixteen Global Advertising

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Chapter Sixteen Global Advertising
3-1

• MKT 568
• Global Marketing Management
• Dr. Fred Miller

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Sample Essay Question

• RapidRelief is a US producer of fast
  acting pain relief products. The firm wishes to
  build upon its success in North American markets
  by expanding to Europe, Asia and South America.
• Identify and describe the three general
  international marketing strategies. (6 points)
• For each element of the marketing mix (product,
  price, promotion and distribution), identify and
  describe one benefit of a global strategy and one
  constraint to implementing such a strategy. (12
  points)
• Which of the three general marketing strategies
  do you recommend to Rapid Relief? Explain why. (2
  points)

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Global Advertising

• Strategic Options
• global (with or without localization),
  multidomestic
• International Advertising Characteristics
• volume, local media distribution (WWW), global
  media, Web advertising, strategic concerns
• Components of Global Advertising
• message identical, prototypes, standardized
  patterns
• Components media, strategy, organization,
  message/creative
• Adeater (WWW) a collection of worldwide
  television ads

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Advertising Intensity in Selected Nations 1999
15-2
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Media Spending in the Triad, 2000
Total 22B Per Capita 238
Germany
Total 33B Per Capita 263
Japan
USA
Total 134B Per Capita 438
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Examples of Transit Advertising
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Examples of Transit Advertising
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Examples of Transit Advertising
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Managing Global Advertising

• When Global Advertising is Appropriate
• costs, global markets, global products
• similarity in image, symbols, features and usage
• Decisions
• objectives brand image to consumer action
• budgeting of sales, competitive parity,
  objective and task
• Global Advertising Agencies
• globalization of agencies (WWW)
• local knowledge, global/regional campaigns,
  creative work, media
• value of local agencies

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Competitive Parity Analysis
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Advertiser/Agency Relationships (WWW)
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Scope of Advertising Agencies Participation in
Multicountry Campaigns

Exhibit 15.7
Exhibit 15.6
Source Adapted from Hill and Shao, 1994, p.39..
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TV Ad Globalization Potential Exercise

• Identify and explain the three criteria for
  evaluating the "Globalization Potential" of
  television advertising.
• Of the ads we reviewed, identify the ad with the
  MOST potential for globalization. Explain
• Of the ads we reviewed, identify the ad with the
  LEAST potential for globalization. Explain

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KFC in Japan Video

• This video has content relevant for
  several topics in the course. Describe the
  challenges KFC has confronted in TWO of the
  following areas. Has the firm responded to these
  challenges effectively? Explain.
• Japanese management styles and practices
• Corporate strategies for international markets
• multidomestic, global, global with localization
• Product and branding strategies
• Market entry strategies
• Promotion strategies
• Distribution and locational strategies

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Chapter Sixteen Global Advertising
3-1

• MKT 568
• Global Marketing Management
• Dr. Fred Miller