Download Session 12a

INTERNATIONAL MARKETING
MANAGEMENT
SESSION 12a:
INTERNATIONAL PROMOTION
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PROMOTION: BARRIERS TO STANDARDIZATION
CUSTOMER RESPONSE
 Language, Literacy
 Perception, Association and Symbolism
MEDIA
 Media Availability and Reach
 Media Cost Effectiveness
REGULATION
 Message and Budget Restrictions
 Regulation of In-Store Promotions,
Direct Marketing, Sampling, etc.
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GLOBAL ADVERTISING CAMPAIGNS
COPY THEME
Same Worldwide
Unique
Umbrella
(BA, Pepsi)
(Reebok)
Local Execution
Modified/
Adapted
(Prototypes:
Drakkar, Now)
Different
(Pattern Standardization:
Xerox, Walls/Good Humor)
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STANDARDIZED ADVERTISING CAMPAIGNS
BENEFITS

Significant Cost Savings

Uniform Image (Synergies)

Use of Good Ideas

International Customers
BUT
Difficulty of Finding Universal Appeals
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ADAPTATION OF ADS IN MIDDLE EAST (e.g. of Prototype Campaign)
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CONCLUSIONS
Few cases of “pure” global advertising campaigns
– Difficulty of finding universal appeals
– Visual as well as verbal cues need translation
BUT
Growth of regional/global media (facilitates targeting
global segments)
 Adoption of Glocal Campaigns
– Use of core theme with local adaptation
– Umbrella campaigns plus local promotion
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