Post on 30-Dec-2015
description
Source/Sender
EncodingMessage/Channel
Decoding Receiver
Noise
Fee
db
ack
Resp
onse
Basic Model of CommunicationBasic Model of Communication
International Marketing Communication Decisions
Message translated into appropriate meaning
Markerer with a product
Information source
Competitive acti-vities, other sales-people, confusion and so on
Evaluation of communications process and measure of action by receiver
Advertising Media and or personal sales force
Action by consumer responding to decoded message
Encoded message interpreted into meaning
Noise
Feedback
Message channel
Decoding
Receiver
Encoding
Cultural Context A Cultural Context B
Globalized campaigns
Localized campaigns
Pattern campaign
Globalized vs. Localized Campaigns
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?
1. Economic conditions (LDC, NIC, HIC) 1. Economic conditions (LDC, NIC, HIC)
2. Demographic characteristics2. Demographic characteristics
3. Values3. Values
4. Custom and ritual4. Custom and ritual
5. Product use and preferences5. Product use and preferences
Cross-Cultural Audience Research
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:1. Availability and Coverage:
2. Costs and Pricing: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
The global agencyThe global agency
International affiliatesInternational affiliates
The local agencyThe local agency
International Agency Options