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Chapter 12
Global Marketing
Communications Decisions I:
Advertising and Public Relations
Contents
Introduction to marketing communications
Global advertising:
Global Advertising Content: The Standardization” vs.
“Adaptation” Debate
Global advertising agencies
Developing Advertising Strategy:
• Creating global advertising message
• Selecting global advertising media
Public relations and publicity
1. Introduction
The primary purpose of marketing communications
(the promotion of the marketing mix) is to tell
customers about the benefits and values that a
company, product or service offers.
Integrated Marketing Communications (IMC/整合
营销传播) is becoming more popular because of the
challenges of communicating across national
borders.
IMC coordinates different communication vehicles – mass
advertising, sponsorships. sales promotion, point-ofpurchase displays (购物点广告), etc.
GIMC is a system of active promotional management that
strategically coordinates global communications in all of its
component parts. Both horizontal (country-level) and
vertical (promotion tools) approaches are used in GIMC.
All of the elements of the promotion mix can be utilized in
global marketing, either alone or in varying combinations.
The Marketing Communications /
Promotion Mix
Four Difficulties that Comprise an
Organization’s Communication Efforts
The message does not get through to the intended
recipient.
The message is not understood or is misunderstood.
The message does not induce the recipient to take
the desired action.
The effectiveness of the message is impaired by
noise (i.e., because of an external influence).
2. Global Advertising
Advertising is any sponsored, paid message that is
communicated in a non-personal way:
Single country
Regional
Global
Global advertising:
Is the use of the same advertising appeals, messages,
art, copy, photographs, stories and video segments in
multiple country markets.
Offers companies economies of scale in advertising as
well as improved access to distribution channels.
A global company possesses a critical marketing
advantage
with
respect
to
marketing
communications:
It has the opportunity to successfully transform a
domestic advertising campaign into a worldwide one.
Alternatively, it can create a new global campaign
from the ground up.
2.1 Global Advertising Content: The
Standardization” vs. “Adaptation” Debate
Communication experts generally agree that the overall
requirements of effective communication and persuasion
are fixed and do not vary from country to country.
The same thing is true of the component of the
communication process: The marketer is the source of
the message; the message must be encoded (编码),
conveyed via the appropriate channel(s), and decoded (解
码) by a member of the target audience.
Please note: Communication takes place only when the
intended meaning is transferred from the source to the
receiver.
Primary question: Must the specific advertising message and
media strategy be changed from region to region or from
country to country because of environmental requirements?
=> Think of cultural and legal issues.
Proponents of the “one world, one voice” approach to global
advertising believe that the era of the global village has
arrived and tastes and preferences are converging
worldwide.
According to the standardization argument, people
everywhere want the same products for the same reasons.
However, advertisers who prefer the localized approach are
skeptical of the global village argument. They assert that
consumers still differ from country to country and must be
reached by advertising tailored to their respective countries.
“Eighteen-year olds in Paris have more in common
with 18-year-olds in New York than with their
own parents. They buy the same products, go to
the same movies, listen to the same music, sip the
same colas. Global advertising merely works on
that premise.”
- William Roedy, Director, MTV Europe
Pattern Advertising (模式广告)
Global companies have embraced pattern
advertising, which calls for developing a basic panregional or global communication concept for which
copy, artwork or other elements can be adapted as
required for individual country markets.
This is a global advertising strategy, with a
standardized basic approach that is adapted for local
markets when needed, representing a middle ground
(中间派) between 100% standardization and 100%
adaptation.
A global campaign will result in the substantial benefits
of cost savings, increased control and the potential
creative leverage of a global appeal.
A localized campaign will focus on the most important
product or brand attributes in each nation or culture.
Note: Localized ads are less likely to be required for
industrial products or for technology-oriented products
sold to either consumers or business customers.
As a practical matter, marketing managers may choose
to run “both global and local” ads rather than adopt an
“either/or” stance.
2.2 Global Advertising Agencies:
Organizations and Brands
Understanding the term organization is key
Each firm is an umbrella corporation/holding company
that includes one or more ‘core’ advertising agencies, as
well as units specializing in direct marketing, marketing
services, public relations, or research.
Individual agencies are considered brands (agency
brands):
Full service brands create advertising, and provide
services such as market research, media buying and
direct marketing.
Selecting an Advertising Agency
Company organization:
Companies that are decentralized may want to leave the
choice to the local subsidiary.
National responsiveness:
Is the global agency familiar with local culture and
buying habits of a particular country?
Area coverage:
Does the agency cover all relevant markets?
Buyer perception:
What kind of brand awareness does the company want
to project?
Top 10 Global Advertising Organizations
2.3 Developing Advertising Strategy
Process of advertising:
Setting advertising objectives
Setting the advertising budget
Developing advertising strategy (consisting of 3
major elements):
• Creating the advertising message
• Selecting the advertising media
• Evaluating advertising
2.3.1 Creating Global Advertising Message
The message is at the hear of advertising. The
particular message and the way it is presented
will depend on the advertiser’s objective. Is the
advertisement designed to inform, entertain,
remind or persuade?
Moreover, in a world characterized by
information overload, advertisements must break
through the clutter (打破无序的状况;突破干扰
局面), grad the audience’s attention and linger in
their minds. This requires developing an original
(独创的;新颖的) and effective creative strategy
(创意战略).
Creative strategy: A statement or concept of what
a particular message or campaign will say.
Big idea (大创意): “The flash of insight that
synthesizes the purpose of the strategy, joins the
product benefit with consumer desire in a fresh,
involving way, brings the subject to life, and makes
the reader or audience stop, look, and listen.”
Advertising Appeal
Is the communication approach that relates to the motives of the
target audience (广告诉求是商品广告宣传中所要强调的内容,俗称
“卖点”,它体现了整个广告的宣传策略).
Rational appeal (理性诉求): Depend on logic and speak to the
consumer’s intellect; based on the consumer’s need for
information.
Emotional appeal (感性诉求):Tugs at the heartstrings of the
audience and evoke a feeling response.
Effective global advertising may also require developing different
presentations of the product’s appeal or selling proposition:
Selling proposition (销售主张): The promise or claim that captures the
reason for buying the product or the benefit that ownership confers.
Creative execution (创意执行): The way an appeal or proposition
is presented - straight sell, scientific evidence, demonstration,
comparison, slice of life, animation, fantasy and dramatization.
Creative Execution
Art direction (艺术指导)
The visional presentation of an advertisement
Art directors (艺术总监)
Advertising professional who has the general
responsibility for the overall look of an ad.
Will choose graphics, pictures, type styles, and
other visual elements that appear in an ad.
Copy (文案) is written or spoken communication
elements:
Advertising executives can prepare new copy for a
foreign market in the language of the target country
(host country), or translate the original copy into the
target language, or leave some or all copy elements in
home country language.
Copywriters ( 文 案 撰 文 人 员 ) are language
specialists who develop headlines, subheads, and
body copy.
Advertising Copy Mistakes
In Asia, Pepsi’s “Come Alive” was interpreted as
asking to bring ancestors back from the dead.
In China, Citicorp’s “Citi Never Sleeps” was taken
to mean that Citi had a sleeping disorder, like
insomnia.
McDonald’s does not use multiple 4’s in
advertising prices in China; “four” sounds like the
word “death”.
Cultural Considerations
Images of male/female intimacy are in bad taste in
Japan and illegal in Saudi Arabia.
Wedding rings are worn on the right hand in
Spain, Denmark, Holland, Germany.
European men kiss the hands of married women
only, not single women.
In Germany, France and Japan, a man enters a
door before a woman; no ladies first!
Cultural Considerations – Japanese and
American Differences (p. 338)
Indirect rather than direct forms of expression are preferred
in the messages.
There is often little relationship between ad content and the
advertised product.
Only brief dialogue or narration is used in television
commercials, with minimal explanatory content.
Humor is used to create a bond of mutual feelings.
Famous celebrities appear as close acquaintances or
everyday people.
Priority is placed on company trust rather than product
quality.
The product name is impressed on the viewer with short,
15-second commercials.
Effective Advertising Appeal Alternatives
2.3.2 Selecting Global Advertising Media
Major advertising media:
Traditional advertising media also includes
outdoor advertising.
Advantages and Limitations of
Different Advertising Media
Global Advertising Expenditures and
Media Vehicles
More money spent in the USA than anywhere else
in the world.
Japan is the 2nd one.
Worldwide, TV is the 1st medium (媒介物) with
estimated spending of $176 billion in 2008; TV
spending increased 78% between 1990 and 2000
in the EU.
Factors Affecting Global Media
Decisions
Availability
Cost
Coverage
Market data about circulation figure (发行量)
Regulation constraints (制度约束)
Regulation Constraints – Saudi Arabia
Use of comparative advertising claims (比较广告索
赔) is prohibited - 比较广告是指直接将自有产品与竞
争对手产品进行比较,以证明自身产品更为优越的广告
营销形式.
Non-censored (非审查) films cannot be advertised.
Women may only appear in those commercials
that relate to family affairs, and their appearance
must be in a decent manner that ensures feminine
dignity.
Women must wear a long suitable dress which
fully covers her body except face and palms.
3. Public Relations (PRs) and Publicity
Building good relations with the company’s various
publics by obtaining favorable publicity, building up
a good corporate image, and handling or heading off
(阻挡) unfavorable rumors, stories and events.
Functions of PRs:
Foster goodwill and understanding;
Generate favorable (product）publicity (公共宣传).
Major activities of PRs:
Press relations, investor relations, product publicity,
corporate communication, annual report (年报), support of
charitable or civic events (赞助慈善公益事业和艺术体育
活动), lobbying (游说).
Tools of PRs
News releases 新闻(发布)稿
Media kits 媒体资料包
Press conferences 新闻(发布)会 (speeches)
Articles in trade and professional journals (written
materials)
Company publications and brochures公司出版物及
小册子
TV and radio talk show appearances (audiovisual
materials/视听资料)
Special events
Tours
Role and Impact of PRs
Good PRs can be a powerful brand-building tool.
It has a strong impact on public awareness at
lower cost than advertising, and greater
credibility than advertising.
However, publicity is often underused (未充分利
用的).
The Growing Role of PRs in Global
Marketing
PRs expenditures are growing at an average of
20% per year.
In India, they are reported to be growing by 200%
annually.
Reasons for the PRs growth:
Companies become more involved in global marketing;
Increased governmental relations between countries;
Technology-driven communication revolution;
Societal issues like the environment.
Advertising as a PR Function
In advertising, a company exerts complete control
over the content and pays for message placed in the
media, which is different from PRs.
While, corporate advertising is generally considered
part of the PR function. It compensates for lack of
control over publicity, and calls attention to the
company’s other communication efforts:
Image advertising (形象广告): Designed to enhance the
public’s perceptions of a company, create goodwill or
announce a major change, such as a merger or acquisition.
Advocacy advertising (主张性/倡导型广告): Presents the
company’s point of view on a particular issue.
PRs Practices around the World
PRs practices can be affected by:
Cultural traditions;
Social and political contexts;
Economic environments.
PRs professionals must understand these
differences and tailor the message appropriately.