Marketing bán hàng - Chapter 15: Promotion strategies: advertising

Chapter 15PromotionStrategies: Advertising Chapter OutlineThe Role of AdvertisingPatterns of Advertising ExpendituresAdvertising and RegulationsAdvertising MediaChapter OutlineStandardized International Advertising- Three Schools of Thought- Feasibility and Desirability- Research and Empirical Evidence- A Decision-Making FrameworkGlobal Advertising: True Geocentricity Advertising MediaTelevisionRadioNewspaperMagazinesDirect MailOutdoorAdvertising MediaInternetScreen (Cinema)DirectoriesRural MediaStadiumOther MediaInternational Advertising StrategiesStandardized Ad- an ad with a domestic (national) origin is repeated internationally- few or no adaptation Localized Ad- an ad created for overseas marketsGlobal Ad- an ad designed for the world DECISION-MAKING FRAMEWORK:STANDARDIZATION VS. LOCALIZATION Identification- a country has identifiable, unique demographic characteristicsAccessibility/Selectivity- The country is accessible through available selective advertising media with minimum promotion waste DECISION-MAKING FRAMEWORK:STANDARDIZATION VS. LOCALIZATION Differential Response- The country and its people provide a favorable but unique response Segment Size- The country's population is big enough Global AdVisualUniversal appealLocal relevanceAdaptation readyCombining both standardization and localization (both homogeneity and heterogeneity)Simultaneously global and local