Chapter 16 – Integrated Marketing Communications and International Advertising
16-1
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
and 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
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.
manager said, “No one had a clue what it meant.”
Lecture Outline
I. Global Perspective
Chapter 16 – Integrated Marketing Communications and International Advertising
16-2
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
Discussion Questions
1.
Define:
Advertising
Public relations
Sales promotion
Integrated marketing communications
Noise
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.
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
Chapter 16 – Integrated Marketing Communications and International Advertising
4. With satellite TV able to reach many countries, discuss how a company can use 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 raises the
question of the effectiveness of standardized advertising versus locally produced ads. Problems of
5. Outline some of the major problems confronting an international advertiser.
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,
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
7. Review the basic areas of advertising regulation. Are such regulations purely foreign phenomena?
8. How can advertisers overcome the problems of low literacy in their market?
Chapter 16 – Integrated Marketing Communications and International Advertising
16-4
9. What special media problems confront the international advertiser?
10. After reading the section in this chapter on direct mail, develop guidelines to be used by a company
when developing a direct mail program.
addition to these general issues, special attention needs to give to characteristics of mail. Are mailing
lists that include your target market without excessive coverage of non-target market recipients? Does
the mailing system impose some additional burden on the recipient? For example, the situation in
11. Will the ability to broadcast advertisements over TV satellites increase or decrease the need for
standardization of advertisements? What are the problems associated with satellite broadcasting?
12. In many of the world’s marketplaces, a broad variety of media must be utilized to reach the majority
of the market. Explain.
13. Cinema advertising is unimportant in the United States but a major media in such countries as
Austria. Why?
14. “Foreign newspapers obviously cannot be considered as homogeneous advertising entities.” Explain.
Chapter 16 – Integrated Marketing Communications and International Advertising
16-5
© 2020 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use.
Not authorized for sale or distribution in any manner. This document may not be copied, scanned,
duplicated, forwarded, distributed, or posted on a website, in whole or part.
Literacy rates vary, and this results in coverage not being constant (selective rather than intensive).
Many countries have too many papers to run an effective campaign because one must utilize all of
them if one desires to cover large geographic areas. Even then, it is not known if effective readership
exists. Political position of the newspaper in which you decide to run an ad may have a bad effect on
the reputation of the product.
15. Borrow a foreign magazine from the library. Compare the foreign advertising to that in an American
magazine.
Library project.
16. What is sales promotion and how is it used in international marketing?
17. Show how the communications process can help an international marketer avoid problems in
international advertising.
Since promotional activities are basically communications processes, all the attendant problems in
developing an effective promotional strategy is domestic marketing plus all the cultural problems
Chapter 16 – Integrated Marketing Communications and International Advertising
16-6
The information source may create a problem because the marketer does not truly understand the
needs and wants of the target market. This is especially important if the marketer relies on the self–
reference criterion and makes the naive assumption that “if it sells in one country it would sell in
19. Discuss the problems created because the communications process is initiated in one cultural context
and ends in another.
20. What is the importance of feedback in the communications process? Of noise?