Chapter 12 — Integrated Marketing Communications and International Advertising
Discussion Questions
1. | Define: |
| Noi | Advertising |
| Market gment | Public relations and sales promotion |
| Integrated marketing communications | |
| | |
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2. “Perhaps advertising is the side of international marketing with the greatest similarities from country to country throughout the world. Paradoxically, despite its many similarities, it may also be credited with the greatest number of unique problems in international marketing.” Discuss.
爆两样大学更名The paradox lies in the fact that advertising methodology is similar from country to country but that the unique problems of company policy limitations, legal aspects, linguistics, media
工程安全管理limitations, all po a distinct problem to the international advertir. Advertising must be related to the basic and existing motivation patterns. The unique problem is to find this motivation and orient your campaign to the stimuli which must make the majority of the people buy the product. But the problems are generally mechanical and can be easily overcome by long-range rearch.
3. Someone once commented that advertising is America’s greatest export. Discuss.
This comment portrays the fact that America was first to realize that advertising is a crucial element in the integrated marketing plan. Since the American “philosophy” of advertising has penetrated the foreign market, it is said to have been “exported.” Many of America’s largest advertising agencies successfully operate in the foreign market. World advertising is generally patterned after the American advertising approach and system.
中空棉4. With satellite TV able to reach many countries, discuss how a company can u satellite TV and deal effectively with different languages, different cultures, and different legal systems.
The reality of satellite TV provides the means to have truly global advertising. This rais the question of the effectiveness of standardized advertising versus locally produced ads. Problems of different languages and laws rai doubts about the effectiveness of pan-European ads. In European satellite broadcasting, English is the preferred language for programming since the satellites must cover a territory with 12 languages and 17 national borders. A study done on Sky Channel viewers indicated that the English language programs are unacceptable for many. Germans watch the English language programs for about a minute before deciding they have the wrong station. European programming is developing, but slowly. One of the reasons for using U.S. made programming is that producing quality programs for each country is too costly. One approach to language differences and the production costs of programming is a six-part ries called “Eurocops.” It is a police ries in which each country produces one episode bad in the country with their own police, in their own style and with their own problems. Each broadcaster provides the episode produced in his country to the other five. The five are then dubbed into the local language and broadcast locally. The idea is to produce Europe
an programming but at a much lower cost per country than if each country had to produce all six shows. There is no question that cable, satellites, privatization and the advent of Europe 1992 will revolutionize broadcasting and create greater demand for global advertising.
5. Outline some of the major problems confronting an international advertir.
Of all the elements of the marketing mix, decisions involving advertising are the ones most often affected by cultural differences among country markets. Consumers reflect their culture, its style, feelings, value systems, attitudes, beliefs, and perceptions. Since advertising’s function is to “interpret or translate the need/want satisfying qualities of product and rvices in terms of consumer needs, wants, desires, and aspirations,” the emotional appeals, symbols, persuasive approaches and other characteristics of an advertiment must coincide with cultural norms to be effective.
Reconciling international advertising and sales promotion effort with cultural uniqueness of markets is the challenge confronting the international or global marketer. The global ad
vertir is confronted with legal and tax considerations, language limitations, media limitation and production and cost limitations. The limitations must all be dealt with effectively if a company is to have an effective advertiment.
6. Defend either side of the proposition that advertising can be standardized for all countries.
Yes, the basic theme, objectives, and philosophy of international advertising can be standardized; but the vast mechanical problems most certainly cannot be solved through international standardization. The ad man can adapt his basic skills to all countries. If buying motives and company objectives are the same for various countries, then the advertising approach may be the same. If they vary, then customizing your approach to each country is a must.如何消除紧张
7. Review the basic areas of advertising regulation. Are such regulations purely foreign phenomena?
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a. The basic areas of advertising regulation are (1) the legal type such as Germany’s Comparative Terminology and Direct Comparison Laws, and (2) taxation on advertising, prevalent in Britain, France, and Austria.
b. No, the regulations are not purely foreign. Here in the United States there are certain advertising codes and standards that one must follow. The are generally enforced by the advertising industry itlf—but the FCC also impos strict standards of “truth in advertising.”阿波罗与达芙妮
8. How can advertirs overcome the problems of low literacy in their market?
They can overcome low literacy by making u of ads that are lf-explanatory, and extensive u of radio which doesn’t have written words.
9. What special media problems confront the international advertir?
Special problems in media—availability, cost, and coverage—confront the international advertir. Local variations and lack of market data are also great headaches.
Availability of media varies from country to country due to government restrictions. Countries have either too many or too few media to adequately cover the majority of the population. As far as price goes, the United States ad man must be prepared to haggle greatly over costs. Most media costs are subject to negotiation. Agency discounts are often split with the client to bring costs down. Coverage problems generally ari when trying to reach certain ctions of the population. There are many uneconomical media divisions which do not permit enough regionality. Underlying all the problems is the lack of market information which hampers a good communication mix in foreign markets and caus much waste in ad campaigns.
