2. 1. Domestic markets for many products
and services are stagnant.
2. Many companies rely on foreign markets
to survive.
3. International markets offer growth
opportunities for many companies.
4. Competition has become global and
marketers must be able to compete
globally.
3. 1. Advertising expenditures outside the U.S
are growing more rapidly than inside.
2. Every country in the world has
advertising in one form or another.
3. The more wealthy the country, the more
monies spent on advertising.
4. Economic
Environment
Political/Legal International Advertising Demographic
Environment And Environment
Promotional Decisions
Cultural
Environment
5. 1. Stage of economic development
2. Economic infrastructure
3. Standard of living
4. Per capita income
5. Distribution of wealth
6. Currency stability
7. Exchange rates
6. 1. Size of population
2. Number of households
3. Age distribution
4. Occupation distribution
5. Education levels
6. Employment rates
7. Income levels
8. 1. Government policies
2. Laws and regulations
3. Political stability
4. Nationalism
5. Attitude toward multinationals
9. 1. Economies of scale in production and
distribution
2. Lower costs with less in planning and
control
3. Lower advertising and production costs
4. Ability to exploit good ideas worldwide
5. Ability to introduce products quickly,
worldwide
6. Consistent international brand, company
identity
7. Simplification of coordination and control
10. 1. Brands can be adopted for a visual appeal, avoiding the problems of
trying to translate words into different languages
2. Brands that are promoted with image campaigns that play to universal
appeals such as sex or wealth
3. High-tech products and new products coming to the world for the first
time, not steeped in cultural heritage of the country
4. Products with a nationalistic flavor if the country has a reputation in the
field
5. Products that appeal to a market segment with universally similar tastes,
interests, needs, and values
11. 1. An in--between approach:
› Standardizing products.
› Localizing advertising messages
“Think globally, act locally”
2. Adapt messages to respond to
differences in language, cultural, and
market conditions.
› Pattern advertising
12. 1. Organization
2. Agency Selection
3. Advertising and market research
4. Creative Decisions
5. Media Selection
6. Coordination of other IMC tools
13. 1. Staffed with local talent who understand
local attitudes, culture, media, and
condition.
2. Especially effective for launching
consumer products in a single, new
geographic area.
3. Poses some problems if a product is to
be launched in multiple, local, foreign
markets
14. 1. Ability of agency to cover relevant markets
2. Quality of agency work
3. Market research, PR, and other services offered
4. Roles of company advertising department and agency
5. Level of communication and control desired
6. Ability of agency to coordinate internationally
7. Size of company’s international business
8. Company’s desire for local vs. international image
9. Company organizational structure
› Centralized vs. decentralized
10. Company level of involvement with international
operations
15. 1. Information on demographic characteristics of
markets
2. Information on cultural differences such as norms,
lifestyles and values
3. Information on consumers’product usage, brand
attitudes, and media preferences
4. Information on media usage and audience size
5. Copy testing to determine reactions to different
types of advertising appeals and executions
6. Research on the effectiveness of advertising and
promotional programs in foreign markets
16. Creative decisions involve determining the
appropriate advertising message for each
market and are similar in process and
procedure to those for domestic advertising.
1. Creative decisions should be based on
advertising and communication objectives
2. Copy platforms must be developed that
include major selling ideas
3. Specific appeals and execution styles must be
selected
4. Appeals may have to be adapted for local
market conditions
17. 1. Media differ in various countries with
respect to factors such as:
› availability
› cost
› usage
› quality
› restrictions
2. Media options include use of local,
national or international media
20. 1. Deal with local governments, media,
trade associations and the general
public
2. Present the company as a good
corporate citizen
3. Serve as part of the IMC program and
help market the product or service
4. Deal with specific issues and problems
the company may face in foreign
markets
