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Chapter 16 — Integrated Marketing Communications and
International Advertising
Teaching Objectives
The debate on the merits of standardization compared to modification of international advertising has
always seemed to be a fallacious issue—it seems obvious that it is best to standardize any marketing
activity whenever possible but, on the other hand, if there is any activity in marketing that is culture
specific, it is advertising. After all, advertising is communications and to be understood and to
communicate effectively you must express yourself in the cultural language of your audience. So, how
can the idea of global advertising ever be anything other than standardize when feasible and adapt where
culturally necessary. In any case, since this issue continues to be debated and because there is often
confusion about global advertising, these topics need to be discussed. In most cases, actual practice is to
standardize parts of the message and to localize other parts. The teaching objectives are to:
1) Present a complete coverage of the issue of global advertising covering specifically global
advertising, world brands, pattern advertising and the relationship of global market segmentation
an promotional strategy.
2) Detail the creative challenges confronting the international advertiser.
3) Examine the effects of pan-European advertising.
4) Review the communications process as a way of better understanding the diversity that exists in
developing an international promotional program.
Suggestions and Comments
1. The international communications process, Exhibit 16-4, is useful in bringing the discussion of
international advertising together. It is a good way to illustrate the many ways a promotional
campaign can go awry. Examples of misfires are legion and there are many to choose from for
examples. Some recent reports of problems are: A highly successful ad campaign which had boosted
sales in the U.S., Canada, Europe and Australia for a brand of toothpaste for children was not well-
received in Bangkok. “Too American” and the French and U.K. versions were rejected as well. The
problem had to do with the “pat on the head” mnemonic device which was at the center of all the
executions. That scene, which closed all commercials in the campaign, was designed to express the
parent’s appreciation for the good brushing the child had done with the toothpaste. But one does not
touch the head of another person in many Asian countries.
2. We like to approach the problems created by differences in laws, language, culture, etc. as creative
challenges in that it takes real creativity to overcome some of these road blocs and still present an
effective promotional program. There are several examples in the text that can be used as illustrations.
A case in point is that product information other than the name cannot be given in advertisements. To
get through the censors, one billboard for an Iranian brand of women’s lingerie displayed no women,
no lingerie and no mention of the unmentionable product at all. The ad’s sole image was of the
underwear’s plain green box with the words “soft and delicate” written alongside. “No one had a clue
what it meant.”
Lecture Outline
I. Global Perspective
II. Sales Promotions in International Markets
A. International Public Relations
B. International Advertising
III. Advertising Strategy and Goals
A. Product Attribute and Benefit Segmentation
B. Regional Segmentation
IV. The Message: Creative Challenges
A. The Communications Process
B. Legal Constraints
C. Linguistic Limitations
D. Media Limitations
E. Production and Cost Limitations
V. Media Planning and Analysis
A. Tactical Considerations
B. Specific Media Information
VI. Campaign Execution and Advertising Agencies
VII. International Control of Advertising: Broader Issues
