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The purpose of this chapter is to examine advertising practices in various countries. The variations in advertising practices are discussed, as well as particular problems associated with the use of advertising media abroad. Finally, the chapter closely analyzes the most controversial subject in international advertising – standardized advertising. Some practical guidelines are offered that may be useful in resolving the controversy.
Chapter 15 Promotion Strategies: Advertising Chapter Outline The Role of Advertising Patterns of Advertising Expenditures Advertising and Regulations Advertising Media Chapter Outline Standardized International Advertising - Three Schools of Thought - Feasibility and Desirability - Research and Empirical Evidence - A Decision-Making Framework Global Advertising: True Geocentricity Advertising Media Television Radio Newspaper Magazines Direct Mail Outdoor Advertising Media Internet Screen (Cinema) Directories Rural Media Stadium Other Media International Advertising Strategies Standardized Ad - an ad with a domestic (national) origin is repeated internationally - few or no adaptation Localized Ad - an ad created for overseas markets Global Ad - an ad designed for the world DECISION-MAKING FRAMEWORK: STANDARDIZATION VS LOCALIZATION Identification - a country has identifiable, unique demographic characteristics Accessibility/Selectivity - The country is accessible through available selective advertising media with minimum promotion waste DECISION-MAKING FRAMEWORK: STANDARDIZATION VS LOCALIZATION Differential Response - The country and its people provide a favorable but unique response Segment Size - The country's population is big enough Global Ad Visual Universal appeal Local relevance Adaptation ready Combining both standardization and localization (both homogeneity and heterogeneity) Simultaneously global and local .. .Chapter Outline The Role of Advertising Patterns of Advertising Expenditures Advertising and Regulations Advertising Media Chapter Outline Standardized International Advertising. .. Advertising - Three Schools of Thought - Feasibility and Desirability - Research and Empirical Evidence - A Decision-Making Framework Global Advertising: True Geocentricity Advertising. .. is repeated internationally - few or no adaptation Localized Ad - an ad created for overseas markets Global Ad - an ad designed for the world DECISION-MAKING FRAMEWORK: STANDARDIZATION