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International Marketing > Chapter 13 - Global Marketing Communications Decisions I: Advertising and Public Relations > Flashcards

Chapter 13 - Global Marketing Communications Decisions I: Advertising and Public Relations Flashcards

1
Q

Define & explain Global Advertising

A

Advertising in any sponsored, pain message that is communicatied in a non-personal way
- single country
- regional
- global

Global advertising is the use of the same advertising appeals, messages, art, copy, photographs, stories, and video segments for worldwide suitability
(surpassed $500 billion in 2012)

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2
Q

Globalisation & Product cultures - which products have developed to true global products?

A

Coffee & Beer

  • Starbucks and the coffee culture
  • Irish pubs in the U.S.
  • German-style beer halls in Japan
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3
Q

What are the top 10 global Marketers regarding ad spending in 2013?

A
  1. P&G
  2. Unilever
  3. L’Oreal
  4. Toyota Motor Corp.
  5. General Motors Corp.
  6. VW
  7. Nestlé
  8. Coca Cola
  9. Mars Inc.
  10. PepsiCo
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4
Q

Important Question regarding standardisation vs. adaptation of marketing

A

Must the specific advertising message and media strategy be changed from region to region or country to country?

-> Think of cultural als legal issues

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5
Q

Name four difficulties that compromise an organization’s communication efforts (regarding standardisation vs. adaptation)

A

– The message may not get through to the intended recipient.
– The message may reach the target audience but may not be understood or may even be misunderstood.
– The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender.
– The effectiveness of the message can be impaired (beeinträchtigt) by noise.

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6
Q

A localisation argument (regarding standardisation vs. adaptation)

A
  • its important to take advantage of the local humor and the things on peoples mind (IKEA)
  • Brands are often at different stages around the world, that means there are different advertising jobs to do (Leo Burnett)
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7
Q

A globalisation argument (regarding standardisation vs. adaptation)

A
  • you can use resources better when reusing them globally
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8
Q

Explain pattern advertising (Pattern = Muster)

A
  • a middle ground between 100% standardisation and 100% adaptation
  • a basic pan-regional or global communication concept for which copy, artwork, or other elements can be adapted as requiered for individual countries

(Ein grundlegendes überregionales oder globales Kommunikationskonzept, für das Text, Bildmaterial oder andere Elemente nach Bedarf für einzelne Länder angepasst werden können)

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9
Q

Advertising Agencies: Organisations and Brands

A

Understanding the term organization is key
– Umbrella corporations/holding companies have one or more ‘core’ advertising agencies
– Each ‘organization’ has units specializing in direct marketing, marketing services, public relations, or research

Individual agencies are considered brands
– Full service brands create advertising, and provide services such as market research, media buying, and direct marketing

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10
Q

Top 10 Global Advertising Agency Companies in 2014

A
  1. WPP Group
  2. Omnicom Group
  3. Publicis Groupe
  4. Interpublic roup of Cos.
  5. Dentsu
  6. Havas
  7. Epsilon
  8. Hakuhodo DY Holdings
  9. IBM Corp.’s IBM Interactive Experience
  10. Deloitte’s Deloitte Digital
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11
Q

Top 10 Global Advertising Agency Networks in 2014

A
  1. Young & Rubicam Group (WPP)
  2. McCann Worldgroup (Interpublic)
  3. DDB Worldwide Communications Group (Omnicom)
  4. Dentsu (Dentsu)
  5. BBDO Worldwide (Omnicom)
  6. Ogilvy & Mather (WPP)
  7. Epsilon (Alliance Data Systems Corp.; Irving, Texas)
  8. TBWA Worldwide (Omnicom)
  9. Publicis Worldwide (Publicis)
  10. IBM Interactive Experience (IBM)
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12
Q

How to select an Advertising Agency?

A
  • Company organization (inhouse)
    – Companies that are decentralized may want to leave the choice to the local subsidiary
  • National responsiveness (locality)
    – Is the global agency familiar with local culture and buying habits of a particular country?
  • Area coverage (holistic)
    – Does the agency cover all relevant markets?
  • Buyer perception (customer fit)
    – What kind of brand awareness does the
    company want to project?
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13
Q

What do you need to create a global ad

A

A Message:
- heart of advertising

Creative strategy:
- a statement or concept of what a particular message or campaign will say

Big Idea:
- “The flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen.”

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14
Q

Name and explain different advertising appeals (Werbewirkungen)

A

Rational approach:
- depend on logic and speak to the consumer’s intellect
- based on the consumer’s need for information

Emotional approach:
- tugs at the heartstrings (berührt das Herz) or uses humor

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15
Q

Explain Selling proposition in terms of advertising appeal

A

– The promise or claim that captures the reason for buying the product or the benefit that ownership confers

– Since products are at differing stages of the product life cycle in different national markets and because of cultural, social and economic differences, the most effective appeal or selling proposition may vary.

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16
Q

Explain the term creative execution

A

The way an appeal or proposition is presented
* straight sell
* scientific evidence
* demonstration
* comparison
* slice of life
* animation
* fantasy
* dramatization

17
Q

List roles of creatives and their tasks

A

Role - Art Directors:
- advertising professional who has the general responsibility for the overall look of an ad
- will choose graphics, pictures, type styles, and other visual elements that appear in an ad
Art Direction
- the visional presentation of an advertisment

Copywriters
- are language specialists who develop headlines, subheads, and body copy
Copy (Exemplar)
- written or spoken communication elements

18
Q

Copywriting Decisions - 3 Options

A

A) Prepare new copy for foreign markets in host country’s language

B) Translate the original copy into target language

C) Leave some or all copy elements in home country language

19
Q

Name some advertising copy mistakes

A
  • In Asia, Pepsi’s “Come Alive” was interpreted as asking to bring ancestors (Vorfahren) back from the dead
  • In China, Citicorp’s “Citi Never Sleeps” was taken to mean that Citi had a sleeping disorder, like insomnia (Schlaflosigkeit)
  • McDonald’s does not use multiple 4’s in advertising prices in China; “four” sounds like the word “death”
20
Q

List some cultural considerations regarding global advertising

A
  • Images of male/female intimacy are in bad taste in Japan; illegal in Saudi Arabia
  • Wedding rings are worn on the right hand in Spain, Denmark, Holland, Germany
  • European men kiss the hands of married women only, not single women
  • In Germany, France and Japan, a man enters a door before a woman; no ladies first!
  • Humorous or irritating ads may be perceived differently in other countries
  • American ads with direct comparisons & spokespeople (Sprecher) use logic to appeal (ansprechen) to the viewer’s sense of reason; Japanese ads rely on implied sentiment (angedeutete Stimmung)
  • Partial nudity & same‐sex couples are featured in Latin America & Europe
  • Food is the most culturally sensitive category
21
Q

List some cultural considerations regarding the differences between japanese and american

A
  • Indirect rather than direct forms of expression are preferred in the messages
  • There is often little relationship between ad content and the advertised product
  • Only brief dialogue or narration is used in television commercials, with minimal explanatory content
  • Humor is used to create a bond of mutual feelings
  • Famous celebrities appear as close acquaintances (Enge Bekannte) or everyday people
  • Priority is placed on company trust rather than product quality
  • The product name is impressed on the viewer with short, 15‐second commercials
22
Q

What are important Global Media Decisions?

A
  • Which medium or media to use? – Print such as daily and weekly newspapers to magazines with regional, national, or international audiences
    – Electronic media like broadcast TV, cable TV, radio, and the internet
    – Other such as outdoor, transit, and direct mail
  • Must know country‐specific regulations – Ex. France bans TV ads by retailers
23
Q

What do you know about global advertising expenditures & media vehicles?

A

*More money spent in U.S. than anywhere else in the world; $176 billion in 2014
* China is #2 at $52 billion
* 1/3 of current growth in ad spending in BRICS
* Worldwide, TV is the #1 medium with estimated spending of $206 billion in 2014; TV captured slightly less than 40% of global ad spending
* In Germany newspapers are #1 advertising vehicle

24
Q

What are important media decisions in general?

A

+ The availability of TV, newspapers and other media varies widely globally
+ In developed countries, newspapers are declining as Internet usage rises
+ In India, newly redesigned papers are growing
– 300 daily papers, only 4 million Indians subscribe to Internet service
+ in Moscow, billboards (Werbetafeln) are #1: In einer Stadt, die für 30.000 Autos gebaut wurde, gibt es 3 Millionen, was zu massiven Staus und gefesseltem Publikum führt

25
Q

What are important media decisions in Arab Countries?

A
  • People are depicted less often than in the U.S. * Women may only appear in those commercials that relate the advertised product
  • Women must wear long dresses * Brevity is a virtue in ads * Use of comparative advertising claims very limited
  • U.S. ads have more price information
26
Q

What are important Media Decisions in Scandinavia?

A
  • Limited TV ads in Sweden, Norway, and Denmark
  • No advertising to children under 12 in Sweden
  • Spending on print media is 3 times higher than TV
27
Q

Name the purpose and some tools of public relations

A
  • Fosters goodwill and understanding
  • Generates favorable publicity
  • Tools
    – News releases
    – Media kits
    – Press conferences
    – Tours
    – Articles in trade, professional journals
    – TV and radio talk show appearances
    – Special events
    – Social media
    – Corporate Web sites
28
Q

Name and describe 3 types of advertising as a PR function

A

Corporate advertising
– Compensates for lack of control over publicity
– Calls attention to the company’s other communication efforts

Image advertising
– Enhances the public’s perception, creates goodwill

Advocacy advertising
– Presents the company’s point of view on a particular issue

29
Q

Describe the role of PR in Global Marketing Communications

A

PR’s role is growing in the post global recession
– Build consensus and understanding
– Create harmony and trust
– Articulate and influence public opinion
– Anticipate conflicts and resolve disputes
– Smartphones, broadband Internet, social media, satellite links allow PR pros to stay in touch with media anywhere, anytime

30
Q

Describe the PR Practices around the world

A

Public relations practices can be affected by:
– Cultural traditions
– Social and political contexts
– Economic environments

  • Public relations professionals must understand these differences and tailor the message appropriately
  • PR can shine in a crisis; best to be forthright, direct, reassure the public, be accurate with the media

International Marketing (17 decks)

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