mktg 373 - chapter 19: international advertising and promotion

what are some reasons for focusing on international market?

• limited opportunities for expansion in domestic market

• provide economies of scale

• growth and profit opportunities

• economic necessity

• balance-of-trade deficit

what is balance of trade deficit?

monetary value of imports exceeds that of exports

what are some challenges when promoting to international markets?

• unfamiliar with marketing environment

• difference in values, customer, consumption patterns, and habits of consumers

• language barriers

• lack of availability

what are some reasons for global marketing?

• economies of scale in production and distribution

• lower marketing, advertising, and production costs

• ability to exploit good ideas and quickly introduce products worldwide

• consistent international brand image

• and theme with language differences

• simplified coordination and control of marketing and promotional programs

• standardization works if emphasis is on quality reliability and low prices

what are some reasons against global marketing?

• differences in:

  • culture, market, and economic development

  • consumer needs, usage patterns, and perceptions

  • media availability

  • legal restrictions

• some cultures becoming more diverse

• risk of turning off customers or employees to diversities in customer needs

when is globalization appropriate?

• brands or messages adapted for a visual appeal

• brand promoted with image campaigns that play to universal needs, value, or emotions

• high-tech and new products not steeped in cultural heritage

what is a standardized approach?

ads must transcend cultural differences and commnuciate effectively in every country

what is a localizaed advaertsiing strategy?

• determine what type of selling idea, ad appeal, and execution style will work in each market

• humourus appeals not always appropriate

• use of celeberties

what are the two decision areas in international advertising?

local media or international media

what is local media?

• magazines and national newspapers popular outside the US

• radio, direct mail, billboards, cinema, and transit offer flexibility can reach specific market segments and local markets within a country

what is international media?

• has multi market coverage

• primary focus has been magazines and newspapers

• direct broadcast by satellite

how do we use digital and social media in international marketing?

• websites are tailored  to specific countries in terms of language, country needs, lifestyles, and products available

• social media may have its own handle to distribute content and information tied to local country