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COMMUNICATING WITH
THE WORLD CONSUMER
Chapter Fourteen

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Communicating with the World
Consumer
• Overview
• 1. Constraints on Global Communications
Strategies
• 2. Setting the Global Advertising Budget
• 3. Message Strategy
• 5. Global Media Decisions
• 6. Choosing an Advertising Agency
• 7. Other Forms of Communication
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1. Overview
• 1. Select target audience and positioning theme
• 2. Set specific campaign objectives (strategic and
operational)
• 3. Determine the promotional budget
• 4. Develop the message strategy
• 5. Decide on the media strategy
• 6. Monitor and assess campaign effectiveness
– Exhibit 14-1 United Parcel Service (UPS),s PanEuropean Campaign
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1. Constraints on Global Communication
Strategies
• Language Barriers
– Exhibit 14-2 Five Different Ways for Saying “tires” in
Spanish

• Cultural Barriers
• Local Attitudes toward Advertising
– Exhibit 14-3 Global Attitudes toward Advertising
– Exhibit 14-4 Ranked Responses for Why Customers
Choose a Brand Leader

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1. Constraints on Global Communication
Strategies (cont)
• Media Infrastructure
• Advertising Regulations
– Advertising of “Vice Products” and
Pharmaceuticals
– Comparative Advertising
– Content of Advertising Messages
– Advertising toward Children
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1. Constraints on Global Communication
Strategies (cont)
actions to cope with advertising regulations
– 1. Keep track of regulations and pending
legislation
– 2. Lobbying activities
– 3. Challenge regulations in court
– 4. Adapt marketing mix strategy

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2. Setting the Global Advertising Budget
– Exhibit 14-5 European Computer Advertising;
Ad Spending in US$ by Top 9 Marketers for
January-December 1992

• Percentage of Sales
• Competitive Parity
• Objective-and-Task
– Exhibit 14-6 Survey on International Ad
Budget Allocation Practices
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3. Message Strategy
• The “Standardization” versus “Adaptation”
Debate
• Merits of Standardization
–
–
–
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Scale Economies

Consistent Image
Global Customer Segments
Creative Talent
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3. Message Strategy (cont)
– Cross-Fertilization
– Exhibit 14-7 Agency Survey: Mean Importance
of Reasons for Standardizing Multinational
Advertising

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3. Message Strategy (cont)
• Barriers to Standardization
–

–
–
–
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Cultural Differences
Exhibit 14-8 Adaptation of Siemens Print Ad
Advertising Regulations
Market Maturity
“Not-Invented-Here” Syndrome

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3. Message Strategy (cont)
• Approaches to Creative Advertising Copy
–
–
–

–

Export Advertising
Exhibit 14-9 Examples of Universal Appeals
Prototype (Pattern) Advertising
Concept Cooperation Advertising

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4. Global Media Decisions
• Media Infrastructure
– Exhibit 14-10 Ad Spending by Medium

• Media Limitations
– Exhibit 14-11 Media Vehicles used by Pepisco
in Vietnam
– Exhibit 14-12 Media Advertising Costs

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4. Global Media Decisions (cont)
• Recent Developments in the International
Media Landscape
– Growing commercialization and deregulation
of mass media
– Shift from radio and print to TV advertising
– Rise of global media
– Growing importance of multimedia advertising
tools
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4. Global Media Decisions (cont)
– Improved monitoring
– Improved TV-viewership measurement

– Exhibit 14-13 How Switching to People Meters
Affected TV Ratings Worldwide

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5. Choosing an Advertising Agency
options
– 1. Work with the agency that handles the
advertising in the firm’s home market
– 2. Pick a purely local agency in the foreign
market
– 3. Choose a local office of a large international
agency
– 4. Select an international network of ad
agencies that spans the globe
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5. Choosing an Advertising Agency
(cont)
criteria
– Market coverage
– Quality of coverage
– Expertise in developing a central international
campaign
– Scope and quality of support services
– Desirable image (“global” versus “local”)
– Size of agency
– Conflicting accounts
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6. Coordinating International Advertising
• Monetary Incentives (Cooperative
Advertising)
• Advertising Manuals

• Feedback via the Internet
• Lead-Country Concept
• Global or Pan-Regional Meetings
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6. Coordinating International Advertising
(cont)
guidelines
– 1. Top management must be dedicated to going
global.
– 2. A third party (e.g., the ad agency) can help
sell key managers the benefits of going global.
– 3. A global brief based on cross-border
consume research can help persuade managers
to think in terms of global customers.
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6. Coordinating International Advertising
(cont)
guidelines (cont)
– 4. Find product champions and give them
charter for the success of the global marketing
program.
– 5. Convince local staff that they have an
opportunity in developing a global campaign.
– 6. Get local managers on the global marketing
team: have them do the job themselves.
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7. Other Forms of Communication
• Sales Promotions
–
–
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–
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Economic development
Market maturity
Cultural perceptions
Trade structure
Government regulations

• Event Sponsorships
• Trade Shows
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