International Advertising
... Some may think that international and global marketing are one and the same, but that is incorrect. International advertising involves conveying a message to target segments in more than one country that is modified for each specific country, where as in global advertising a company uses the same approach to reach its target markets around the world. The organizational structure of the firm plays a key role in the choice of global versus international marketing campaign. If operations are organized by geography and operate locally with their own advertising budgets, it is best for the firm to use a country specific approach. However, if the firm is organized by product divisions with centralized advertising budgets, it is ideal to use a global or regional approach. Brands that can be tailored for a visual appeal thus avoiding translation, brands having images that portray universal appeals such as sex and wealth, new high-tech products, products with nationalistic qualities such as German beer, and products that appeal to global consumers (those sharing similar interests) would benefit most from implementing a global advertising approach. ... Advertising is the most visible and culture-bound function of a firm’s marketing strategy. ... In addition, the political and legal environment of foreign countries has an enormous impact on a firm’s advertising plan; there are numerous restrictions, regulations, and other factors that the firm must be aware of. When developing an international advertising strategy, companies must determine if all decisions and planning are to be conducted in the firm’s domestic headquarters, or if managers in each market are allowed to make their own decisions, or combine both strategies. Also, companies must conduct research, make creative decisions, select an advertising agency or agencies, and decide on which media channel is appropriate. The process of developing an international advertising message is the same, except at each stage cultural barriers may hinder effective transmission resulting in miscommunication. ... According to a survey of 513 people who spoke English as a second language, 57 percent stated they have spotted advertising that was incorrectly translated from English into another language. ... Psychologists say that in fashion, advertising, and presentations, color is one of the most effective tools and color impression can account for 60 percent of the acceptance or rejection of a good or service. ... Also, the emergence of worldwide television channels such as StarTV, MTV, and CNN and print media like the Business Week International, the Asian Wall Street Journal, and the International Herald Tribune, along with the Internet, are enabling consumers to become more aware of their global community. ... Some restrictions are to the types of products/services that can be advertised, the approach used, the amount of advertising a single advertiser may use, the language spoken, the employment of local versus international advertising agencies, and fees. Some countries ban all alcohol and tobacco advertising on TV and radio, while some ads are prohibited on state channels; other countries ban ads for liquor or alcoholic beverages above a certain strength.