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Internet Advertising & Promo. Communication. Global Brand Communication Issues Class 12. Featuring today. Class 12. Should you go global via the Net? Obstacles & Opportunities in Going Global Message Issues & Tactics Media Issues & Tactics. Should you go global and online?. Class 12.

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internet advertising promo communication

Internet Advertising & Promo. Communication

Global Brand Communication Issues

Class 12

slide2
Featuring today . . . .

Class 12

  • Should you go global via the Net?
  • Obstacles & Opportunities in Going Global
  • Message Issues & Tactics
  • Media Issues & Tactics
slide3
Should you go global and online?

Class 12

  • There should be a market to tap with the use of the Internet
    • Review your site t_____ to see if you have enough traffic from outside your home market
    • Review your online s_____ to see if enough sales is or can be generated among people outside your home country
slide4
Should you go global and online?

Class 12

  • The Internet is an efficient and effective way to communicate or expand your sales
    • Examine e-readiness of the market
      • Economist Intelligence Unit (EIU)& Pyramid Research in 2003 came up with the 60 largest economies on “e-readiness”
        • E-readiness refers to the extent to which a country’s business environment is conducive to Internet-based commercial opportunities
      • The top thirteen e-business leaders were USA, Australia, UK, Canada, Norway, Sweden, Singapore, Finland, Denmark, Netherlands, Switzerland, Germany, and Hong Kong
slide5
Should you go global and online?

Class 12

  • The Internet is an efficient and effective way to communicate or expand your sales
    • Examine e-readiness of the market (continues ..)
      • The EIU research employed six categories to come up with the e-readiness score for a market: Internet c________ (30%), general business environment/strength of e_______ (20%), consumer and business a______ of e-_____ (20%), l_____ and regulatory environment (15%), supporting e-services (10%), and social and c______ infrastructure (5%)
slide6
Obstacles & Opportunities in Going Global

Class 12

  • Technological/Economical Obstacles
    • The Internet p________ varies widely from less than one percent in most of the underdeveloped countries to 40% to 75% of the market population in most of the developed countries
    • The c_____ of Internet use is often too high in many countries for individuals to use on a daily basis or for more than minutes
    • The lack of choice or competition in ____s keeps prices high and a______ limited
slide7
Obstacles & Opportunities in Going Global

Class 12

  • Legal/Regulatory Environment
    • The legal and regulatory environment varies widely across national borders
    • Just because you can do something in one country doesn’t mean you can do it elsewhere
slide8
Obstacles & Opportunities in Going Global

Class 12

  • Social/Cultural Differences
    • There are notable cultural differences across nations
    • The marketer should understand the cultural differences when they advertise their products or services on a global basis
slide9
Obstacles & Opportunitiesin Going Global

Class 12

  • Hofstede’s Cultural Dimensions

In___________/Col_________

the orientation to personal or group achievements

T_____ Orientation

a culture’s emphasis on patience

G_____ r_____: Masculine vs. feminine

the degree to which a culture separates or does not separate traditional gender roles

slide10
Obstacles & Opportunitiesin Going Global

Class 12

  • Hofstede’s Cultural Dimensions (continued)P______ D________

the extent to which people accept social hierarchies and the power gaps they create

U_________ Avoidance

the degree to which a culture is uncomfortable with ambiguity and seeks certainty

slide11
Obstacles & Opportunities in Going Global

Class 12

  • To learn more about cross-national differences in culture and advertising approaches, refer to
    • Zandpour, F., Campos, B., Catalano, J., Chang, C., Cho, Y., Hoobyar, R., Jiang, H., Lin, M., Madrid, S., Scheideler, P., & Osborn, S. (1994), "Global Reach and Local Touch: Achieving Cultural Fitness in TV Advertising," Journal of Advertising Research, 34 (5), 35-63.
    • Albers-Miller, N. & Gelb, B. (1996) Business advertising appeals as a mirror of cultural dimensions: A study of eleven countries. Journal of Advertising, 25 (4), 57-70.
    • Kuen-Hee Ju-Pak (1999), Content Dimensions of Web Advertising: A Cross-National Comparison, International Journal of Advertising, 18 (2), 207-231.
slide12
Message/Creative Issues

Class 12

  • Standardization vs. Localization Strategy
    • Same message across markets vs. customized message to each market
  • Previous literature supports localization approach on the ground of cross-national differences in culture, economic, legal, and media environment
  • “M______ globally, t_____ locally” in the Internet or global strategy & local execution -- a challenge
  • The Need for a c___/b_____ analysis to achieve flexibility & profitability
  • How much to localize advertising depends largely on cross-c______ d_______
slide13
Localizing The Website, Ads, & Customer Services:

Class 12

Language Translation Methods

  • Using automatic translation s_______
    • simplest approach to translation
    • Example software: V6 from Vignette; Teamsite by Interwoven; VIP Enterprise from Gauss, Documentum 4i
    • your translation software should have:
      • a version control mechanism that allows multiple language versions of content to coexist
      • a strong, yet flexible templating mechanism
      • workflow that can manage every step of the process
    • offers c_____ advantages, but lots of room for e_____
slide14
Localizing The Website, Ads, & Customer Services:

Class 12

Language Translation Methods

  • Use of global outsourcing a_________
    • SDL of Plano TX, and GlobalSight, Bowne Global Solutions
      • to find more about the agencies and the industry, check out the website for the American Translators Association and the Localization Industry Standards Association
    • work with an agency that has experience in handling Web localization
    • ask them how they measure and control quality of the translation
    • quite effective, but costly approach
slide15
Localizing The Website, Ads, & Customer Services:

Class 12

Language Translation Methods

  • Have translators on staff
    • being able to speak a language does not necessarily make you a good translator
slide16
Localizing The Website, Ads, & Customer Services:

Class 12

Hybrid Methods

  • Translation by software and edited by native speaker staff
slide17
Localizing The Website, Ads, & Customer Services:

Class 12

General Tactics

  • Write in simple, short sentences, with substantive headlines
  • Avoid technical j_____, specialized terms
  • Test the market audience to speak their language correctly & to avoid culturally misleading innuendos
  • How much to translate should be based on local interest and _____
  • Think g______ even at the development of the ads and web site
  • Provide c_____ s_______ in multiple languages
slide18
Localizing The Website, Ads, & Customer Services:

Class 12

General Tactics

  • Offer m_______ channels for communication: If possible, give them a local phone number, fax number and mailing address
  • If local contact is not feasible, offer your international customers e-mail communication only, and have native speakers handle all communication and translate the questions and answers
  • Make information in own website easily s_________ and p________
  • Provide FAQs
slide19
Localizing The Website, Ads, & Customer Services:

Class 12

Design Tactics

  • Visuals and design elements should be l_________
  • Be aware of the look of the local language and understand the impact of text e_________ or c________ on the design of your ad or site
    • When a block of text is translated into another language, it tends to expand or contract, depending on the target language
  • Avoid embedding text into graphics
  • Do not use flags but use the w___ to indicate the local language
slide20
Localizing The Website, Ads, & Customer Services:

Class 12

Design Tactics

  • _____ draw lines on diagrams
  • Brand names, slogans, logos, colors, and navigation items could be c________
  • Other variables may be localized: measurement & sizes, p____ & c______, dates, calendars, time zones, p_____ selection, c______ info, images & icons, forms and input fields
  • Read “Are you cultured” by Aaron Markus in the readings list
slide21
Media/Placement Issues

Class 12

  • Find out where your a______ goes and advertise there
  • Use high target traffic sites for a b_____ campaign; use more targeted approach (e.g., keyword search) for a d_____ m_______ campaign
  • Start with p___ and s____ engines that offer global reach (e.g., Yahoo!, MSN)
  • Use of multinational ad n______ is a good idea
  • T___ the sites before a big buy
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