Global Marketing Communications Global Attitudes Towards Advertising When

Global Marketing Communications

Global Attitudes Towards Advertising

When is Globalization Appropriate? F Brands that can be adapted for a visual appeal F Brands that are promoted with image campaigns that play to universal appeals F High-tech products and new products coming to the world for the first time F Products with nationalistic flavor F Products that appeal to a market segment with universally similar tastes, interests, needs and values Irwin/Mc. Graw-Hill © The Mc. Graw-Hill Companies, Inc. , 1998 Slide 20 -4

Standardizing Advertising: It’s All about degree Ac Think Globally t. L oc al ly

Standardized Advertising: It’s all about DEGREE The Chameleon F An advertising strategy with different meanings in different cultures, but with positive associations for the target audience in all of them. F When this happens, it can be a truly global campaign.

Marlboro Man Saudi Arabia France

Marlboro Man Turkey Singapore

Marlboro Man Germany Sweden

Marlboro Man Latin America US (circa 1988): no logo needed

Coca Cola Light/Diet Coke F Coca Cola Light campaign "Just for the Taste of It" was used in many different countries, the execution of that strategy was tailored to cultural differences.

Coca Cola Light/Diet Coke France: cooling off France: hugging

Coca Cola Light/Diet Coke France: cooling off Korea: behind the back

Coca Cola Light/Diet Coke Thailand: red & white

Standardizing advertising strategy across countries while the execution is modified to fit in with local cultural mores. Drakkar Noir USA – “Feel the Power”

Drakkar Noir French Version Spanish Version Saudi Arabia

Communicating with World Consumers Challenges Legal and Tax Considerations Language Limitations Cultural Diversity Media Limitations Production and Cost Limitations

Creative Challenges of Global Advertising Legal and Tax Considerations • Legal • Comparative Advertising • No - Germany • Indirect - U. K. , Spain, Ireland, Portugal • Heavily regulated in Asia • Amount of advertising • Kuwait - 32 minutes per day • Taxation on advertising • Britain, France and Australia • Austria - Huge taxes on print and t. v. - Cinema advertising 11% of ad revenue per year

Language Limitations l Phonetic Problems with Brand Names • Bardok in Russia • Big John In French -speaking Canada - Gros Jos l Translations Intent Translation - Stepping Stone - Car Wash - Highly Rated - Stumbling Block - Car Enema - Over Rated Symbols - Owl - Bad Luck in India - Airline Log in Australia - EMU

Cultural Diversity F Function of Advertising: – Interpret or translate the need/want satisfying qualities of product and services in terms of consumer needs, wants, desires, and aspirations. – Emotional appeals, symbols, persuasive approaches etc. must coincide with cultural norms to be effective.

Cultural Diversity F General Mills Cake Mixes – US and UK u Homemaker’s guilt – Japan u Don’t eat cakes u Concerned about failing u Easy as rice F Subcultures

Localization France Sweden

Japan United Kingdom

Latin America Japan

Advertising as a Mirror Individualism vs. Collectivism Germany: man diving South Africa: cigarette party

Latin America: footprint in the sand Taiwan: Samsonite suitcase ad

Korean: nutritional supplement and the family France: birds of a flock

Brazil: soccer players United Kingdom: shark Pakistan: "Rhythm Wythm" Gender Roles

Media Limitations F Availability – Political position – Literacy rates - selective F Cost – Media costs subject to negotiation – Agent discounts split with client F Coverage – National vs. regional – Fragmented

Media Selection Newspapers Magazines Radio & Television Satellite and Cable Television Direct Mail Other Media

Household Penetration of Cable, Satellite, and Internet Top 10 Media Markets 1997 SOURCE: Abstracted from: “Top Global Advertising Market” Ad Age International 1997. p. 17. May