3 1 Chapter Sixteen Global Advertising MKT 568

3 -1 Chapter Sixteen Global Advertising MKT 568 Global Marketing Management Dr. Fred Miller

Sample Essay Question Rapid. Relief is a US producer of fast acting pain relief products. The firm wishes to build upon its success in North American markets by expanding to Europe, Asia and South America. 1. Identify and describe three general international marketing strategies. (6 points) 2. For each element of the marketing mix (product, price, promotion and distribution), identify and describe one benefit of a global strategy and one constraint to implementing such a strategy. (12 points) 3. Which of the three general marketing strategies do you recommend to Rapid Relief? Explain why. (2 points)

Global Advertising Strategic Options global (with or without localization), multidomestic International Advertising Characteristics volume, local media distribution (WWW), global media, Web advertising, strategic concerns Components of Global Advertising message: identical, prototypes, standardized patterns Components: media, strategy, organization, message/creative Adeater (WWW) – a collection of worldwide television ads

15 -2 Advertising Intensity in Selected Nations 1999 2005 $271 billion $903 per capita

Media Spending in the Triad, 2000 Total $22 B Per Capita $238 Total $33 B Per Capita $263 Germany Japan USA Total $134 B Per Capita $438

Examples of Transit Advertising

Managing Global Advertising When Global Advertising is Appropriate costs, global markets, global products similarity in image, symbols, features and usage Decisions objectives: brand image to consumer action budgeting: % of sales, competitive parity, objective and task Global Advertising Agencies globalization of agencies (WWW) local knowledge, global/regional campaigns, creative work, media value of local agencies

Competitive Parity Analysis

Advertiser/Agency Relationships (WWW)

Scope of Advertising Agencies’ Participation in Multicountry Campaigns Exhibit 15. 7 15. 6 Source: Adapted from Hill and Shao, 1994, p. 39. .

TV Ad Globalization Potential Exercise Identify and explain the three criteria for evaluating the "Globalization Potential" of television advertising. Of the ads we reviewed, identify the ad with the MOST potential for globalization. Explain Of the ads we reviewed, identify the ad with the LEAST potential for globalization. Explain

KFC in Japan Video This video has content relevant for several topics in the course. Describe the challenges KFC has confronted in TWO of the following areas. Has the firm responded to these challenges effectively? Explain. Japanese management styles and practices Corporate strategies for international markets multidomestic, global with localization Product and branding strategies Market entry strategies Promotion strategies Distribution and locational strategies

3 -1 Chapter Sixteen Global Advertising MKT 568 Global Marketing Management Dr. Fred Miller