TAILIEUCHUNG - Lecture Global marketing management (7th edition): Chapter 13 - Masaaki Kotabe, Kristiaan Helsen

Chapter "global communication strategies". After studying this chapter you will be able to understand: After studying this chapter you will be able to understand: How global marketing management differs from international marketing management, the need for planning to achieve company goals, the important factors for each alternative marketentry strategy, the increasing importance of international strategic alliances. | Global Communication Strategies Chapter 13 PowerPoint Chapter Overview 1. Global Advertising and Culture 2. Setting the Global Advertising Budget 3. Creative Strategy 4. Global Media Decisions 5. Advertising Regulations 6. Choosing an Advertising Agency 7. Other Communication Platforms 8. Globally Integrated Marketing Communications (GIMC) Chapter 13 Copyright © 2017 John Wiley & Sons, Inc. Introduction There are many cultural challenges that advertisers face in global marketing. Global advertising encompasses areas such as advertising planning, budgeting, resource allocation issues, message strategy, and media decisions. Other areas include: local regulations, advertising agency selection, coordination of multi-country communication efforts and regional and global campaigns. Chapter 13 Copyright © 2017 John Wiley & Sons, Inc. 1. Global Advertising and Culture Language Barriers Language is one of the most formidable barriers in global marketing. Three types of translation errors can occur in international marketing: Simple carelessness Multiple-meaning words Idioms (See Exhibit 13-1.) Chapter 13 Copyright © 2017 John Wiley & Sons, Inc. Exhibit 13-1: Five Different Ways of Saying Tires in Spanish Chapter 13 Copyright © 2017 John Wiley & Sons, Inc. 1. Global Advertising and Culture Other Cultural Barriers Religion Communications and Cultural Values Power distance Uncertainty Individualism/Collectivism Masculinity Long-termism Celebrity endorsements Chapter 13 Copyright © 2017 John Wiley & Sons, Inc. 2. Setting the Global Advertising Budget Spending Questions for global marketers: How much should we spend? What budgeting rule shall we use? How shall we allocate our resources across different markets? Budgeting rules: Percentage of Sales Method Competitive Parity Objective-and-Task Method Resource Allocation Chapter 13 Copyright © 2017 John Wiley & Sons, Inc. Exhibit 13-2: Average ad Spending per Capita (2014) .

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