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    Intnsnl Advtg111

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    pavan hyd
    The document discusses the importance of international markets for companies. Globalization has reduced barriers to global trade and competition, allowing products and brands to be successful worldwide. To survive and grow, companies must look beyond domestic markets to foreign opportunities. Operating internationally provides economies of scale, lower costs, and the ability to introduce ideas globally. However, companies must also consider cultural, demographic, economic, political and legal differences between countries when marketing abroad. Consistent branding and adapting messages visually can help navigate these challenges.

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    Intnsnl Advtg111

    Uploaded by

    pavan hyd
    45 views31 pages
    The document discusses the importance of international markets for companies. Globalization has reduced barriers to global trade and competition, allowing products and brands to be successful worldwide. To survive and grow, companies must look beyond domestic markets to foreign opportunities. Operating internationally provides economies of scale, lower costs, and the ability to introduce ideas globally. However, companies must also consider cultural, demographic, economic, political and legal differences between countries when marketing abroad. Consistent branding and adapting messages visually can help navigate these challenges.

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    Intnsnl advtg111

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    The document discusses the importance of international markets for companies. Globalization has reduced barriers to global trade and competition, allowing products and brands to be successful worldwide. To survive and grow, companies must look beyond domestic markets to foreign opportunities. Operating internationally provides economies of scale, lower costs, and the ability to introduce ideas globally. However, companies must also consider cultural, demographic, economic, political and legal differences between countries when marketing abroad. Consistent branding and adapting messages visually can help navigate these challenges.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    45 views31 pages

    Intnsnl Advtg111

    Uploaded by

    pavan hyd
    The document discusses the importance of international markets for companies. Globalization has reduced barriers to global trade and competition, allowing products and brands to be successful worldwide. To survive and grow, companies must look beyond domestic markets to foreign opportunities. Operating internationally provides economies of scale, lower costs, and the ability to introduce ideas globally. However, companies must also consider cultural, demographic, economic, political and legal differences between countries when marketing abroad. Consistent branding and adapting messages visually can help navigate these challenges.

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    © All Rights Reserved
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    Download as ppt, pdf, or txt
    of 31

    International Advertising

    Importance of International Markets

    • One of the major developments in the


    business world during the decade of
    the 90s was the globalization of
    markets. The emergence of largely
    borderless world has created a new
    reality for all types of companies.
    Today, world trade is driven by global
    competition among global companies
    for global consumers.
    • With the development of faster
    communication, transportation, and
    financial transactions, time and
    distance are no longer barriers to
    global marketing. Products and
    services are developed in one country
    quickly find their way to other countries
    where they are finding enthusiastic
    acceptance.
    • Consumers around the world wear Nike
    shoes and Calvin Klein jeans, eat at
    McDonald’s shave with Gillette razors,
    use Apple and Dell computers, drink
    Coca-Cola and Pepsi Cola soft drinks
    and Nestle coffee, talk on cellular
    phones made by Nokia and Motorola,
    and drive cars made by global
    automakers such as Ford, Honda, and
    Nissan.
    Why Global Markets?
    • Limited opportunities in domestic markets
    • Foreign Markets to survive
    • For growth and profit
    • For joint ventures and strategic alliances
    • Any firm either big or small can compete in
    the IM
    The International Environment
    The Economic Environment
     Stage of economic development
     Economic structure
     Standard of living
     Distribution of wealth
     Currency stability
     Exchange rates
    Cultural Environment
    • Languages
    • Lifestyles
    • Values
    • Norms and customs
    • Ethics and moral standards
    • Taboos
    Demographic Environment
    • Size of population
    • Number of households
    • Household size
    • Age distribution
    • Occupation distribution
    • Education levels
    • Employment rate
    • Income levels
    Political/Legal Environment
    • Govt policies
    • Laws and regulations
    • Political stability
    • Nationalism
    • Attitude towards multinational
    companies
    Advantages of Global Marketing &
    Advertising
    • Economies of scale in production & distribution
    • Lower marketing and advising costs as a result
    of reductions in planning and control
    • Abilities to exploit good ideas on a worldwide
    basis and introduce products quickly into various
    world markets
    • A consistent international brand or company
    image
    • Simplification of coordination and control of
    marketing and promotional programs
    When it is good?
    • Brands or messages that can be adapted for
    a visual appeal, avoiding the problems of
    trying to translate words into dozens of
    languages.
    • Brands that are promoted with image
    campaigns that play to universal appeals
    such as sex or wealth.
    • High-tech products and new products
    coming to the world first time not steeped in
    the cultural heritage of the country.
    • Products that appeal to a market segment
    with universally similar tastes, interests,
    needs, and values.
    ADP.e.V./German Cancer Aid
    • Headline: The sun is 10
    times more dangerous
    to your child than it is
    to you. Protect your
    child.
    • Subhead: -
    • Bodycopy: -
    • Baseline: -
    • Agency: Heimat
    Werbeagentur GMBH
    • Client:
    ADP.e.V./German
    Cancer Aid
    • Headline: Hurricane in US...
    ... Petrol prices sore in Mumbai.
    • Subhead:
    • Bodycopy: In life all things are
    connected. Even an event half
    way around the world can affect
    your hometown. Which is why,
    'YOUR WORLD TODAY', CNN's
    fast-paced and dynamic nightly
    news program, ensures that you
    stay connected to the latest
    breaking news, global news,
    sports, business and weather
    information.
    Make the connection. Watch 'Your
    World Today'
    Mon-Fri 8:30 p.m. to 12:00 a.m.
    • Baseline: Be the first to know.
    Baygon All Insect Killer
    • Headline: The average
    lifespan of a female
    mosquito is 3 to 100
    days. Now you can cut
    that down to 3 seconds
    flat.
    • Subhead: -
    • Bodycopy: -
    • Baseline: Nothing kills
    faster.
    • Agency: Foote Cone &
    Belding, Singapore
    • Client: Baygon All
    Insect Killer

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