MARKETING COMMUNICATIONS （MAN2094）教学：Week5.pptxVIP

MAN2094 Lecture 6 Dr. Jashim Khan ;Sustainable Marketing Communication;Definition of SCM;The nature of SMC;The keys/ drivers of SMC;Barriers to SMC; MAN2094 Lecture 4 Dr. Jashim Khan ;Trends in global marketing;;Drivers of international markets;The International Environment;International Advertising and Culture;International Advertising and Language;Multiple meanings: examples Parker Pen’s slogan ‘Avoid embarrassment – use Parker Pens’ was unsuitable for the Spanish market because the Spanish word for ‘embarrassment’ also means pregnancy In Taiwan translation of Pepsi slogan ‘ come alive with Pepsi generation’ was translated as Pepsi will bring back you ancestors from grave’. Swedish vacuum cleaner ‘Electrolux US campaign was translated as ‘Nothing sucks like Electrolux’. Schweppes tonic water was translated as toilet water in Germany. Third class of language related blunders idioms. For example, General Motors Chevrolet translated as ‘does not go in Spanish’. ;International Advertising and Language;International Advertising and Education;International advertising and media infrastructure;Media Usage in Various Countries;Social and ethical criticism of Advertising;International Advertising and Government Regulation;Examples – Govt regulations;In summary;Social and ethical criticism of Advertising;Class Discussion;Global Marketer’s Dilemma;Theodre Levitt’s globalisation of markets;Global Marketing Advertising Advantages;Gillette standardized ads Globally;Problems With Global Advertising;Types of products / services suited to global appeals;TAG Heuer consistent global ad. slight adaptation;Coca-Cola Adapts to Local Markets;Global Products, Local Messages;Advertising Research;International Media Selection Issues