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Advertising and Promotional Strategy > Lecture 12 > Flashcards

Lecture 12 Flashcards

1
Q

Largest advertisers internationally (outside the US) are

A

Unilever, P&G, Nestle, Toyota, VW, Coca-Cola, Ford, GM, Peugeot, Fiat, etc.

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2
Q

Many international companies have a __ presence in the U.S.

A

strong

eg: Nokia, Ericsson, Nestle, Unilever, Sony, Toyota, Siemens, Philips, Suntory, Shiseido, etc.

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3
Q

Of the top 25 Ad agencies in the world, 13 are headquartered in…

A

…the U.S. - most of the others are in Great Britain & Japan.

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4
Q

International marketing & advertising is very difficult due to…

A

…vast differences in the marketing environment in other countries.

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5
Q

Reasons for the Importance of International Markets

A

Domestic Markets for Many Products and Services Are Stagnant

Many Companies Rely on Foreign Markets to Survive, Particularly Those With Small Domestic Markets

International Markets Offer Growth Opportunities for Many Companies

Competition Has Become Global and Marketers Must Be Able to Compete Globally

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6
Q

Markets such as China offer…

A

…strong growth opportunities for many companies

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7
Q

American Companies Make _ __ Their Market

A

the World

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8
Q

International Marketing And Promotional Decisions

A

Economic Environment
Cultural Environment
Demographic Environment
Political/Legal Environment

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9
Q 
Economies of BRIC
nations rapidly
growing and ad
expenditure is
estimated as
A

$130B

in 2020

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10
Q

The ‘Four Tigers’ of Asia were

A

the fastest growing economies of the 1990s
(Taiwan, Hong Kong, Singapore and
S. Korea).

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11
Q

Nestle, the world’s largest food co. gets

80% of its sales from

A

20% of the world’s

population in Europe & N. America.

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12
Q

Economic environment

A
  • Stage of economic development
  • Economic infrastructure
  • Standard of living
  • Per capita income
  • Distribution of wealth
  • Currency stability
  • Exchange rates
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13
Q

China Has Become Nike’s

A

Second Largest Market

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14
Q

‘CULTURAL VALUES’ are very different in
many countries (eg: individuality vs.
cooperation/conformity).

A

‘Ethnocentricism’

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15
Q

Pepsodent promised ‘white’ teeth -

unsuccessful in

A

Southeast Asia.

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16
Q

In France cosmetics are heavily marketed to

A

men

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17
Q

In most European countries the per capita
consumption of shampoo, deodorant, etc.
is

A

much lower than in the U.S.

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18
Q

In Japan, ‘soft-sell’ ads do far better than

A

‘hard-sell’ ads.

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19
Q

__ shapes the form that ads can take

in many countries.

A

Religion

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20
Q

Cultural environment

A
  • Language
  • Lifestyles
  • Values
  • Norms and customs
  • Ethics and moral standards
  • Taboos
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21
Q

Toyota’s initial Prado Land Cruiser ad campaign featured the Prado being bowed to by two large stone lions to demonstrate the imposing presence of the vehicle. The word Prado in Chinese can translate into…

A

…“overbearing.”

The lion’s symbolism can be traced to a contentious period in history between Japan and China.
In the end, Toyota backed down and pulled 30 magazine and newspaper ads and issued a formal, public apology—not the best start in a vast new market.

22
Q

CPG MNCs are

focusing on

A 
4B
consumers in
rural areas of
developing
countries
23
Q

Demographic environment

A
  • Size of population
  • Number of households
  • Household size
  • Age distribution
  • Occupation distribution
  • Education level
  • Employment rate
  • Income level
24
Q

China & India have _ of the world’s

population.

A

1/3

25
Q

Many European countries, US, Canada,

China, Japan have very low __ __

A

growth rates

26
Q

Latin America has one of the __

demographics.

A

‘youngest’

Over 50% under 26 yrs. 30% under 15 yrs.

27
Q

A marketer may have to adapt its advertising to…

A

…local markets.

28
Q

Political/Legal environment

A
  • Government policies
  • Laws and regulations
  • Political stability
  • Nationalism
  • Attitudes toward multinational companies
29
Q

Margarine & restaurant chains cannot be

advertised in

A

France.

30
Q

In Greece, toys can only be advertised

during

A

evening hours.

31
Q

Sweden has a ban on TV ads aimed at

A

children. Sweden & Denmark limit the amt

of time available for commercials.

32
Q

Comparative advtg is illegal in

A

Korea, Belgium, etc.

33
Q

Comparative advtg is legal in many countries, but often

A

very hard to get such an ad approved (eg: in Brazil).

34
Q

Copyright restrictions

A

(eg: Diet Coke is known as ‘Coca Cola Light’ in Germany,

France, etc).

35
Q

Advertising Aspects Subject to Regulation

A

Type of Products That May Be Advertised
The Content or Creative Approach Used
The Media Advertisers Are Permitted to Use
The Amount of Advertising One Can Use
The Use of Foreign Languages in Ads
Use of Ad Materials From Outside the Country
Use of Local Versus International Ad Agencies
The Specific Taxes Levied on Advertising

36
Q

Global Marketer’s Dilemma

A

Should we offer the same product, marketing, and advertising throughout the world?

Should we adapt the product, marketing, and advertising to each of several societies throughout the world?

37
Q

Globalization (standardization)

A

This approach assumes that differences between countries are more a matter of degree than direction, hence advertisers must instead focus on the similarities of consumers around the world.

“18 yr olds in Paris have more in common with 18 yr olds in NY than with their own parents”. Wiliam Rody, Director of MTV.

38
Q

Localization (adaptation)

A

This approach is based on the fact that advertises must explicitly consider difference among countries, including culture, stage of economic & industrial development, stage of PLC, media availability, etc.

39
Q

Contingency (moderate)

A

This approach suggests that neither complete globalization nor complete localization is necessary & that a combination of the 2 approaches is the most effective. Some mkters call this “Think globally, act locally”.

40
Q

Globalization vs. Localization

- Advantages of ‘Global’ Marketing and Advertising

A

Economies of Scale in Production, Distribution
Lower Costs With Less in Planning and Control
Lower Advertising and Production Costs
Ability to Exploit Good Ideas Worldwide
Ability to Introduce Products Quickly, Worldwide
Consistent International Brand, Company Identity
Simplification of Coordination and Control

41
Q

Globalization vs. Localization

- Problems With ‘Global’ Advertising

A

Differences in Culture, Market and Economic
Conditions Make It Difficult to Use Global Advertising

Media Availability or Usage May Vary by Country or Region

Consumers Needs and Usage Patterns Often Vary by Country or Region

Legal Restrictions May Make It Difficult to Develop an Effective Universal Appeal

42
Q

Globalization Often Works Best For:

A

Brands can be adopted for visual appeal, avoiding problems of translating words into many languages

Brands promoted with image campaigns playing to universal appeals such as sex or wealth or fear.

High-tech products, new to the world, not steeped in the cultural heritage of the country of origin

Products with with a nationalistic flavor if the country has a favorable reputation in the field

Products appealing to a market segment with universally similar tastes, interests, needs, and values.

43
Q

The company aims to have a __ advertising message and image in each country.

A

consistent

44
Q

Contingency (moderate)

A

This approach suggests that neither complete globalization nor complete. Localization is necessary & that a combination of the 2 approaches is often the most
effective. Some mkters call this “Think globally, act locally”.

45
Q

An In-between Approach

A

Standardizing Products
Localizing Ad Messages
“Think Globally, Act Locally”

46
Q

Adapt Messages to Respond To

A

Differences in Language
Differences in Cultural - Use of Pattern Advertising
Differences in Market Conditions

47
Q

Continental Airlines Used __ __ to

Promote Its “BusinessFirst” Class

A

Pattern Advertising

48
Q

International Media Selection Issues

A

Widely Differing Characteristics

Media Information Problems

49
Q

Widely Differing Characteristics

A 
Quality
Coverage
Restrictions
Availability
Cost
50
Q

Media Information Problems

A 
Availability
Reliability
Circulation
Audience
Cost
51
Q

Local Media Reach

A

Specialized Target Audiences

52
Q

International Media Provide

A

Broad Coverage

Advertising and Promotional Strategy (12 decks)

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