Managing Global Advertising Muhammad Waqas Lecture 26 Recap

Managing Global Advertising Muhammad Waqas Lecture 26

Recap Muhammad Waqas • • Global versus local advertising Developing global campaigns The global-local decision Overcoming language barriers

Global Media Strategy Media Availability • Global media – TV = CNN, BBC World, ESPN, MTV, Satellite stations – Print = The Economist, Fortune, Time, Business Week – Internet = banner ads Muhammad Waqas • But companies cannot expect to use their preferred advertising medium to the fullest extent everywhere it may not be available!

Global Media Strategy Muhammad Waqas • Satellite Television • Media habits • Scheduling international advertising

Organising the Global Advertising Effort Selecting Ad Agencies • Domestic Agencies – When firm first goes international, typically turns to domestic agency for help – But smaller agencies typically don’t have international experience • Local Agencies – Understands local environment, creates targeted advertising – Can be difficult to coordinate across several markets Muhammad Waqas • International Advertising Networks – Can be difficult to be global and local – instead many companies have formed alliances to serve clients globally with local experience and expertise

Organising the Global Advertising Effort Muhammad Waqas • Working with Domestic Agencies • Working with Local Agencies • Working with International Advertising Networks

Advertising Coordination • External factors – Market diversity • Homogeneous customer needs and interests = more standardized, centralized approach • Heterogeneous customer needs and interests = more adapted, localized approach Muhammad Waqas – Competitive set • Similar set of competitors across markets = more standardized, centralized approach • Differing local competitors in each market = more adapted, localized approach

Advertising Coordination (cont. ) • Internal factors – Decentralization Muhammad Waqas • Is only possible if local skill levels and efficiency are acceptable • May be preferred by companies priding themselves on giving considerable freedom to subsidiary managers

Summary Muhammad Waqas • Global media strategy • Organizing the global advertising effort

References Muhammad Waqas • Gillespie, K. , Jeannet, J. P. and Hennessey, H. D. (2004), Global Marketing: An Interactive Approach, Houghton Mifflin, Boston, NY.