International Advertisement, Promotions, and Communication

INTERNATIONAL ADVERTISING,
PROMOTION, AND
COMMUNICATION ISSUES
PRESENTED BY:
Shubham Singla
Dinesh Malhotra
INTERNATIONAL
ADVERTISING
Definition
International advertising implies propagation of

a commercial message to target audience in
more than one country.
It can be viewed as a communication process
that takes place in multiple cultures that differ
in terms of values, communication styles and
consumption patterns.
It is also a business activity involving
advertisers and advertising agencies that
create ads and buy media in different countries.
Areas to focus in
International Advertising
Advertising planning, budgeting, resource

allocation issues, message strategy, and
media decisions.
Local regulations, advertising agency

selection, coordination of multi-country
communication efforts, and regional and
global campaigns.
Global Advertising and

Culture
Language Barriers
Language is one of the most terrible
barriers in global marketing.
Three types of translation errors can occur
in international marketing:
Simple carelessness
Multiple-meaning words
Idioms
Setting the Global

Advertising Budget
Companies rely on different kind of advertising

budgeting methods which include:
Percentage of Sales
Competitive Parity
Objective-and-Task Method-first establish
concrete marketing objectives, the
advertiser determines how much it will cost
to meet them.
Creative Strategy
In order to make International advertising

effective, the companies have to think
between standardized and adaptive ways
of creating a strategy
The company also needs to take some
critical decisions about which type of
media to be used while advertising in
specific areas in different countries.
Advertising
Regulations
The major types of advertising regulations

include:
Advertising of Vice Products and
Pharmaceuticals
Comparative Advertising
Content of Advertising Messages
Advertising Targeting Children
Issues of local languages, tax issues, and
advertising rates.
Strategies to Deal with

Advertising Regulations
Keep track of regulations and
pending legislation
Screen the campaign early on
Lobbying activities
Challenge regulations in court
Adapt marketing mix strategy
Choosing an Effective Advertising
Agency
Cultural Blunders
When Vicks first introduced its cough drops in the German market,
they were chagrined to learn that the German pronunciation of v is
f which in Germany is the guttural equivalent of sexual
penetration.
FIAT released an ad in Italy in which actor Richard Gere drives a
Lancia Delta from Hollywood to Tibet. Gere is hated in China for being
an outspoken supporter of the Dalai Lama there was a huge on-line
uproar on Chinese message boards commenting that they would
never buy a FIAT car.
When Pepsi expanded their market to China, they launched with the
slogan, "Pepsi brings you back to life." What they didnt realize is that
the phrase translated to Pepsi brings your ancestors back from the
grave. This may seem like a pretty funny mistake ... but to Pepsi this
was a huge mistake, especially when you're trying to build a brand on
a global level. Yipes!
Source: http://www.campaignasia.com/article/cultural-blunders-brands-gone-wrong/426043
INTERNATIONAL
PROMOTION
Definition
International promotion is promoting the

business internationally or world wide or it is
the marketing carried out by companies in
overseas or across national borders.
Key function - developing and spreading

credible communication about an offer
(product / service).
Features of International
Promotion
Multi lingual advertisements.

Wider platform for all the products
and services.
Wider brand awareness through
different
medias
(internet
/
magazines / t.v./ radio).
Advertising campaigns on a large
scale
Tools of International
promotion
Public Relations- when a business

communicates directly with it's public
through press releases and speaking at
conferences
Sales promotions- such as 50% extra
free, buy one get one free or coupons
and gifts
Sponsorship- where a business will pay
to be associated with another product,
person or event. Sportspersons are often
sponsored by sports companies.
Direct sales- when a representative of
the
business
will
visit
potential
customers
TV, Radio and Cinema- allows

businesses to target a large group
of people
Newspapers- allow advertisers
to reach specific groups of people
The
web(internet)allows
businesses to reach a large
international audience at a very
low cost.
Outdoor/transportadvertisements on the side of
busses, outside shops and on
billboards enable
Uses of international
promotion
Increase sales
Attract new customers
Encourage customer loyalty
Create awareness
Retain potential customers
Encourage new customers
Encourage brand switching
Position a product
Stages of international
promotion
Identify Target Audience.

Which area , category, purpose will be decided
Determine Communication Objectives.
The company identifies the most important promoting
(sales / demand/ Expanding/ market shares )
objectives
Determine the Message.

The company will decide the structure format of message, message
source.
Budget Decisions.
The company will decide the estimated cost of promotional activities
Communication Mix Decisions
The media & method of promotional activities.
Legal Issues
Countries differ in their regulations of advertising,

and some products are banned from advertising
on certain media (large supermarket chains are
not allowed to advertise on TV in France, for
example). Other forms of promotion may also be
banned or regulated. In some European countries,
for example, it is illegal to price discriminate
between consumers, and thus coupons are
banned and in some, it is illegal to offer products
on sale outside a very narrow seasonal and
percentage range.
Advantages
Businesses promote themselves internationally and for

various reasons:
increase and maintain demand for the product.
increase and maintain the market share of the
product.
raising awareness for the product.
create or enhance a brand image.
To expand by promoting new areas.
Misuses of International
Promotion
"SAMSUNG INTERNATIONAL PROMOTION" is afake lottery

scamrun by Nigerian gang abusing the name of the
electronics company. Samsung does not run a lottery. Similar
scams abusing names of well known brands exists under the
names "HONDA CAR LOTTERY" and "BMW Land Car Lottery".
Bangalore, India when the local news (for example,rediff
India) was widely reporting the legal consequences of a
marketing mistake by Pepsi. Pepsi is being sued in a
Hyderabad, India city court in a public interest litigation for
glorifying child labour in a television ad. In the ad, the Indian
cricket team is in a celebratory huddle when a young boy
serves them Pepsi.
Source: http://www.joewein.de/sw/419-samsung-international-promotion.htm
INTERNATIONAL
COMMUNICATION
Definition
Two way interaction process.

International Marketing Communications (IMC) is the
coordination and integration of all marketing communications
tools, avenues, and sources within a company into a seamless
program that maximizes the impact on consumer and other
end users at a minimal cost.
Clow and Baack, 2004,
Communication is a major part of export marketing activities.
It is not enough to produce goods and make available a
product or service; it is also necessary to provide information
that buyers need to make purchasing decisions.
International Marketing
Communications
As Senders
Inform
Persuade
Remind
As Receivers
Develop Messages
Adapt Messages
Spot New
Communication
Opportunities.
Elements of Communications
Process
Sender
Encoding
Message
Channel
Receiver
Decoding
Feedback
Noise
International
Communication
Strategy
Determining the promotional mix (the blend of

advertising, personal selling, and sales
promotions) by national markets.
Determining the extent of worldwide
standardization.
Developing the most effective message(s).
Selecting effective media.
Establishing the necessary controls to assist in
achieving worldwide marketing objectives.
Integrated Marketing
Communications
The careful coordination of all

promotional messages to assure
the uniformity of messages at
every contact point where a
company meets the consumer.
Conclusion
Some tips on how to avoid costs that can be incurred when

preparing an international marketing campaign:
"Don't Be Over-Confident or Over Optimistic About the
Potential of Your Product."
"Don't Overlook the Importance of Learning in
International Markets."
"Avoid Ethnocentrism."
"Avoid the Self-Reference Criterion."
"Do Your Homework Properly."
"Seek Relationships, Not Transactions, in International
Marketing."
"Avoid the Pushy Businessman Approach."
BIBLIOGRAPHY
http://www.campaignasia.com/article/cultural-blunders-brandsgone-wrong/426043
http://people.stern.nyu.edu/sdouglas/rpubs/intad.html
http://www.consumerpsychologist.com/intl_Promotion.html
http://www.joewein.de/sw/419-samsung-internationalpromotion.htm
https://www.linkedin.com/pulse/20141011224311-99993053top-63-international-marketing-mistakes-pitfalls
https://en.wikipedia.org/wiki/Integrated_marketing_communicati
ons
http://www.yourarticlelibrary.com/international-marketing/5steps-for-developing-an-international-communicationstrategy/5970/
THANK YOU
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INTERNATIONAL ADVERTISING,

International advertising implies propagation of

Advertising planning, budgeting, resource

Local regulations, advertising agency

Global Advertising and

Setting the Global

Companies rely on different kind of advertising

In order to make International advertising

The major types of advertising regulations

Strategies to Deal with

Keep track of regulations and

International promotion is promoting the

Key function - developing and spreading

Multi lingual advertisements.

Public Relations- when a business

TV, Radio and Cinema- allows

Identify Target Audience.

Determine the Message.

Countries differ in their regulations of advertising,

Businesses promote themselves internationally and for

"SAMSUNG INTERNATIONAL PROMOTION" is afake lottery

Two way interaction process.

Determining the promotional mix (the blend of

The careful coordination of all

Some tips on how to avoid costs that can be incurred when

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