International Advertising and Promotion...

International Advertising and

Promotion

การโฆษณาและส่�งเส่ร�มการขายในตลาดต�างประเทศ


Promotion

การโฆษณาและส่�งเส่ร�มการขายในตลาดต�างประเทศ

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

ผู้��ช่�วยศาส่ตราจารย ส่!รพล ส่#งฆโส่ภณ

Reasons for International Importance

Economic necessityEconomic necessity

Growth and profit opportunitiesGrowth and profit opportunities

Company survival, particularly those with small domestic markets

Company survival, particularly those with small domestic markets

Stagnation of domestic marketsStagnation of domestic markets

Focusing on China for Growth

Focusing on China for Growth

Apple

IPODiPhoneiPad

Tourism Australia Uses Global Campaign

ส่%&อส่�&งพ�มพ (Print Ad)


ส่%&อโทรท#ศน (TV Ad)


ส่%&ออ�นเตอร เน(ต (Online Ad)

International Advertising & Promotion

Rank Advertiser Outside U.S. Inside U.S.

1 Proctor & Gamble $4,995 $3,527

2 Unilever 3,689 848

3 General Motors 1,145 2,208

4 L’Oreal 2,336 753

5 Toyota Motor Corp. 1,895 1,203

6 Ford Motor Co. 1,168 1,701

7 Time Warner 298 1,838

8 Nestlé 1,509 605

9 Johnson & Johnson 674 1,351

10 Daimler/Chrysler 578 1,425

Ad spending in millions of U.S. dollars

The International Environment

EconomicEnvironmentEconomic

Environment

DemographicEnvironment

DemographicEnvironment

CulturalEnvironment

CulturalEnvironment

InternationalMarketing

&

PromotionalDecisions

InternationalMarketing

&

PromotionalDecisions

Political/LegalEnvironment

Political/LegalEnvironment

International Economic Environment

Economic environment

• Stage of economic development ข#)นตอนของการพ#ฒนา ศก.• Economic infrastructure โครงส่ร�างพ%)นฐานทาง ศก.• Standard of living มาตรฐานการครองช่-พ• Per capita income รายได�ต�อหั#ว• Distribution of wealth การกระจายต#วของรายได�• Currency stability เส่ถี-ยรภาพของส่ก!ลเง�น• Exchange rates อ#ตราการแลกเปล-&ยน

Economic environment

• Stage of economic development ข#)นตอนของการพ#ฒนา ศก.• Economic infrastructure โครงส่ร�างพ%)นฐานทาง ศก.• Standard of living มาตรฐานการครองช่-พ• Per capita income รายได�ต�อหั#ว• Distribution of wealth การกระจายต#วของรายได�• Currency stability เส่ถี-ยรภาพของส่ก!ลเง�น• Exchange rates อ#ตราการแลกเปล-&ยน

International MarketingAnd Promotional Decisions


ICI Dulux Targets Young Households in China

*Click outside of the video screen to advance to the next slide

ICI Dulux Targets Young Households in China

ตั�วอย่�างโฆษณาสี� ICI ใน ประเทศตั�าง ๆICI in China

ICI in PakistanICI in UKICI in AustraliaICI in Singapore

International Demographic Environment

Demographic environment

• Size of population จ1านวนของประช่ากร• Number of households จ1านวนคร#วเร%อน• Household size ขนาดของคร#วเร%อน• Age distribution ช่�วงอาย!• Occupation distribution การกระจายต#วของอาช่-พ• Education levels ระด#บการศ3กษา• Employment rate อ#ตราการจ�างงาน• Income levels ระด#บรายได�

Demographic environment

• Size of population จ1านวนของประช่ากร• Number of households จ1านวนคร#วเร%อน• Household size ขนาดของคร#วเร%อน• Age distribution ช่�วงอาย!• Occupation distribution การกระจายต#วของอาช่-พ• Education levels ระด#บการศ3กษา• Employment rate อ#ตราการจ�างงาน• Income levels ระด#บรายได�



International Cultural Environment

Cultural environment

• Language ภาษา• Lifestyles ว�ถี-ช่-ว�ต• Values ค�าน�ยม• Norms and customs บรรท#ดฐานและประเพณ-• Ethics and moral standards จร�ยธรรม/ศ-ลธรรม• Taboos ความเช่%&อ / ข�อหั�ามต�าง ๆ

Cultural environment

• Language ภาษา• Lifestyles ว�ถี-ช่-ว�ต• Values ค�าน�ยม• Norms and customs บรรท#ดฐานและประเพณ-• Ethics and moral standards จร�ยธรรม/ศ-ลธรรม• Taboos ความเช่%&อ / ข�อหั�ามต�าง ๆ



Heineken Translation Issues

Lay’s Targets China Youth Market


International Political/Legal Environment

Political/legal environment

• Government policies นโยบายร#ฐบาล• Laws and regulations กฎหัมายและข�อบ#งค#บต�าง ๆ• Political stability ความม#&นคงทางการเม%อง• Nationalism ช่าต�น�ยม• Attitudes toward multinational companies ท#ศนคต�ต�อบร�ษ#ทข�ามช่าต�

Political/legal environment

• Government policies นโยบายร#ฐบาล• Laws and regulations กฎหัมายและข�อบ#งค#บต�าง ๆ• Political stability ความม#&นคงทางการเม%อง• Nationalism ช่าต�น�ยม• Attitudes toward multinational companies ท#ศนคต�ต�อบร�ษ#ทข�ามช่าต�



Test Your Knowledge

Since the European Union banned the use of food dyes in seafood, the salmon market has suffered. People mistakenly believe that salmon is naturally pink. Unfortunately, salmon is an unappetizing gray color. This is an example of how _____ factors can inadvertently hurt small businesses.

A) economic

B) demographic

C) political/legal

D) cultural

E) infrastructure

Advertising Subject to Regulation

Products that may be advertised

Content or creative approach used

Media advertisers are permitted to use

The amount of advertising one may do

Use of foreign languages in ads

Use of materials from outside the country

Use of local vs. international ad agencies

Specific taxes levied on advertising

Global Marketer’s Dilemma

Offer the same

product, marketing,

and advertising everywhere

?

Adapt the product,

marketing, and

advertising to each society?

Global Marketing & Advertising Advantages

Lower costs with less in planning and control

Economies of scale in production, distribution

Lower advertising production costs

Ability to exploit good ideas worldwide

Ability to introduce products quickly, worldwide

Consistent international brand, company image

Simplification of coordination and control

Gillette Launches Mach3 Globally

Problems With Global Advertising

Legal restrictions may make it difficult to develop an effective universal appeal

Legal restrictions may make it difficult to develop an effective universal appeal

Media availability or usage may vary by country or region

Media availability or usage may vary by country or region

Consumer needs and usage patterns often vary by country or region

Consumer needs and usage patterns often vary by country or region

Differences in culture, market and economic development make it difficult to use global advertising

Differences in culture, market and economic development make it difficult to use global advertising

When is globalization appropriate?

Brands can be adopted for visual appeal, avoiding translation problems

Brands promoted with image campaigns playing to universal needs, values, emotions

High-tech products, new to the world, not steeped in the cultural heritage of the country of origin

Products with a nationalistic flavor, if the country has a favorable reputation in the field

Products appealing to a market segment with universally similar tastes, interests, needs, values

Globalization Often Works

Best For:

TAG Heuer’s Global Campaign

Japan India

British Airways Uses Global Advertising


Global Products, Local Messages

Standardizing Products

“Think Globally, Act Locally”

Localizing Ad Messages

An In-between Approach

Differences in Language

Differences in Market Conditions

Differences in Cultural

Adapt Messages to Respond To

Use of Pattern Advertising

TaylorMade Used Pattern Advertising

Decision Areas in International Advertising

Organization Style

Organization Style

Creative Strategy & Execution

Creative Strategy & Execution

Agency SelectionAgency

Selection

Advertising Research


Coordination of Other

IMC Tools

Coordination of Other

IMC Tools

Media Strategy and Selection

Media Strategy and Selection

Decision AreasDecision Areas

Ogilvy & Mather

Centralization of International Advertising

BudgetingBudgeting

ResearchResearch

AgencySelectionAgency

Selection

CreativeStrategyCreativeStrategy

MediaStrategyMedia

Strategy

CampaignDevelopment

CampaignDevelopment

Central AuthorityCentral

Authority

Decentralized International Advertising

CentralAuthorityCentral

Authority

Budgets

Media

Campaigns

Creative

Research

Budgets

Media

Campaigns

Creative

Research

Budgets

Media

Campaigns

Creative

Research

RegionOne

RegionOne

RegionTwo

RegionTwo

RegionThree

RegionThree

Criteria for Selecting an Agency

1. Ability of agency to cover relevant markets.

2. Quality of agency work.3. Market research, public relations, and

other services offered by the agency.4. Relative roles of company advertising

department and strategy.5. Level of communication and control

desired by company.

เกณฑ์ ต�าง ๆ ในการพ�จารณาเล%อกเอเจนซี่-&เพ%&อด�แลการโฆษณาในระด#บส่ากล

Criteria for Selecting an Agency

6. Ability of agency to coordinate international campaign.

7. Size of company’s international business.8. Company’s desire for local versus

international image.9. Company organizational structure for

international business and marketing (centralized versus decentralized).

10. Company’s level of involvement with international operations.


Information on demographic characteristics of marketsInformation on demographic characteristics of markets

Information on cultural differences such as norms, lifestyles, and valuesInformation on cultural differences such as norms, lifestyles, and values

Information on consumers’ product usage, brand attitudes and media preferencesInformation on consumers’ product usage, brand attitudes and media preferences

Information on media usage and audience sizeInformation on media usage and audience size

Copy testing to determine reactions to different types of advertising appeals and executionsCopy testing to determine reactions to different types of advertising appeals and executions

Research on the effectiveness of advertising and promotional programs in foreign marketsResearch on the effectiveness of advertising and promotional programs in foreign markets

Creative Decisions

Appeals may have to be adapted for local market conditions

Appeals may have to be adapted for local market conditions

Specific appeals and execution styles must be selected

Specific appeals and execution styles must be selected

Copy platforms must be developed that include major selling ideas

Copy platforms must be developed that include major selling ideas

Creative decisions should be based on advertising and communication objectives

Creative decisions should be based on advertising and communication objectives

Coca-Cola Adapts to Local Markets

Specialized Target Audiences

International Sale Promotion

Market MaturityMarket Maturity

Trade StructureTrade Structure

Economic DevelopmentEconomic Development

Consumer PerceptionsConsumer Perceptions

RegulationsRegulations

Major Creation ConsiderationsMajor Creation Considerations

Public Relations in Global Marketing

Deal with specific issues and problems the company may face in foreign markets

Deal with specific issues and problems the company may face in foreign markets

Serve as part of the IMC program and help market the product or service

Serve as part of the IMC program and help market the product or service

Present the company as a good corporate citizenPresent the company as a good corporate citizen

Deal with local governments, media, trade associations, and the general public

Deal with local governments, media, trade associations, and the general public

Worldwide Growth of the Internet

International Advertising and Promotion...

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