《广告学 Advertising》课件-CH09_V97.ppt

Lecture Presentation Series International Advertising Barriers of Culture and Orientation Cross-Cultural Audience Research Executing Advertising Worldwide Creative Challenges in Global Ads Media Challenges in Global Advertising Regulatory Challenges for Global Ads International Agency Options Advertising Campaigns: Global vs. Local Trends That Promote Global Advertising Advertising, 2E; OGuinn, Allen, and Semenik (c) 2000 South-Western College Publishing Thomas C. O’Guinn Chris T. Allen Richard J. Semenik Chapter Nine Effective international messages must transcend cultural and ethnic boundaries OH 9-1 OH 9-2 Ethnocentrism: Self-Reference Criterion (SRC): - The tendency to view and value things through one’s own culture - The unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decision making 1. Economic conditions (LDC, NIC, HIC) 2. Demographic characteristics 3. Values 4. Custom and ritual 5. Product use and preferences OH 9-3 OH 9-4 The Creative Challenge The Regulatory Challenge The Media Challenge OH 9-5 Written and spoken language Quite literal translations Culture-bound picturing Assumptions and inferences Identifying cross-cultural icons OH 9-6 1. Availability and Coverage: Not all media are pervasive worldwide Ads not accepted on some networks Local knowledge is critical for print media 2. Costs and Pricing: Rates must often be negotiated Global coverage is quite expensive Bidding can escalate pricing further OH 9-7 The types of products that can be advertised The types of appeals that can be used The times that certain products may be promoted Advertising to children The use of foreign languages in advertisements The use of national symbols in advertisements The taxes levied against advertising expenditures The global agency greater integration economies of scale International affiliates local market expertise cultural adaptation The local agency h