Download Document

International Marketing Communication
Decisions
Encoding
Message/
Channel
Decoding
Noise
Basic Model of Communication
Receiver
Response
Feedback
Source/
Sender
Cultural Context B
Cultural Context A
Message channel
Encoding
Message
translated into
appropriate
meaning
Noise
Competitive activities, other salespeople, confusion
and so on
Advertising
Media and or
personal
sales force
Decoding
Encoded
message
interpreted
into meaning
Feedback
Information
source
Markerer with
a product
Evaluation of
communications
process and
measure of action
by receiver
Receiver
Action by
consumer
responding to
decoded
message
Globalized vs. Localized Campaigns
Globalized campaigns
Localized campaigns
Pattern campaign
Coca-Cola: “Pattern Advertising”
• Basic approach
– Specific communication strategy
– Specific Audience
• Local adjustments
– Words and the lyrics are translated
– Basic adjustments made to the copy
– Visual adjustments made to the copy
International Advertising Campaigns
• Standardization whenever possible
When do you know it is possible and how to do it?
• Adaptation whenever necessary
When do you know it is necessary and how to do
it?
Cross-Cultural Audience Research
1. Economic conditions (LDC, NIC, HIC)
2. Demographic characteristics
3. Values
4. Custom and ritual
5. Product use and preferences
Creative Challenges in Global Ads
• Written and spoken language
•Quite literal translations
• Culture-bound picturing
• Assumptions and inferences
• Identifying cross-cultural icons
Media Challenges in Global Advertising
1. Availability and Coverage:
2. Costs and Pricing:
Regulatory Challenges for Global Ads
• The types of products that can be advertised
• The types of appeals that can be used
• The times that certain products may be promoted
• Advertising to children
•The use of foreign languages in advertisements
• The use of national symbols in advertisements
• The taxes levied against advertising expenditures
International Agency Options
The global agency
The local agency
International affiliates