Chapter 15. Managing Global Advertising. International Marketing Dilemma. versus . Advertising Standardization. Advertising Adaptation. Not All Advertising is on TV. Outdoor Radio Print Media Cinema Van & Loudspeaker Direct Mail, Flyers Packaging.
Managing Global Advertising
Telephone booth ad in Cordoba, Spain
Particularly important for developing
Types of products that can be advertised
EU: Tobacco advertising banned outdoors and in print.
Types of appeals that can be used
China: superlatives (puffery) often banned
Use of sex appeals
Illegal in Arab countries and Malaysia
Candy ads require toothbrush symbol in EU
Times that certain products can be promoted
China: no “sensitive” products advertised during meal times.
Effective international messages must transcend cultural and ethnic boundaries
“The last hundred years of western advertising [experience] have been compressed into just four years for us.”