Ch 16 Creative Challenges of Global Advertising

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International Communications
Dr. Paurav Shukla
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International advertising plan

• Study of the target market
• Determine the extent of standardization and
  adaptation in terms of communication
• Determine the communication mix by national or
  global markets
• Develop the most effective message(s)
• Select effective media
• Establish the necessary controls to assist in
  monitoring achieving worldwide marketing
  objectives

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International Advertising
World Brands
Pan-European Advertising
Global Market Segmentation
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The International Communications Process
Cultural Context B
Cultural Context A
Message channel
Encoding
Advertising Media and or personal sales force
Message translated into appropriate meaning
Noise
Competitive acti-vities, other sales-people,
confusion and so on
Decoding
Encoded message interpreted into meaning
Feedback
Evaluation of communications process and measure
of action by receiver
Information source
Receiver
Action by consumer responding to decoded message
Markerer with a product
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Creative Challenges of international Advertising
Legal and Tax Considerations
Language Limitations
Cultural Diversity
Media Limitations
Production and Cost Limitations
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Media Planning Analysis
Tactical Considerations ? Availability ? Cost ?
Coverage ? Lack of Market Data
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Media Selection
? Newspapers ? Magazines ? Radio Television ?
Satellite and Cable Television ? Direct Mail ?
Other Media
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Household Penetration of Cable, Satellite, and
Internet in top 10 Media Markets (per 100 people)
SOURCE International bank for reconstruction and
development, 2000.
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Misfires in Advertising
? Phonetic Problems with Brand Names- Bardok
(Sounds like Brothel in Russian)- Coca Cola
(Sounds like bite the Wax Tadpole)- Misair
(Sounds like Misery in French) ? Translations Int
ent Translation- Stepping Stone - Stumbling
Block- Car Wash - Car Enema- Highly
Rated - Over Rated Symbols- Owl - Bad Luck
in India ? Other Countries make mistakes too-
Zit (Chocolate from Germany)- Koff (Beer)
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