Download free eBooks at bookboon.comMarketing Communications
Organizination And Management Of Advertising
Agencies And Advertising Departments- Size of Company International Business – volume of international business and size of
market to help to decide size of advertisement budget and expenses. - Image – if the international marketer has adopted a local image, this may mean using local
advertiser. - Company Organization – companies that are very decentralized, with national profit centres
might wish to leave the question of agency selection to the local subsidiary. - Level of involvement – in joint venture arrangements, the international firm shares
decision-making.
CHOOSING THE ADVERTISING MESSAGE:
a major advertising decision area for the international marketer is the determination of appropriate
advertising appeals and message for each of his foreign markets.
SELECTING THE MEDIA:
the principles of media selection are universal but their application can vary from country to country.
The desirable media in every country are those that reach the target market – the buying decision
influences – effectively and efficiently with a favourble cost – benefit.
EVALUATING INTERNATIONAL ADVERTISING EFFECTIVENESS:
the international advertising manager must be concerned with the advertising budget and the effectiveness
of the advertisement.
ORGANISING FOR INTERNATIONAL ADVERTISING:
this decision affects the selection of agency, type of message or campaign and other factors. Many agencies
in Nigeria today have international affiliations e.g. Lintas, Insight etc
Three organization alternatives have been identified:
1) It can centralize all decision-making for international advertising at corporate or international
division headquarters.
2) It can completely decentralize the decision-making to foreign markets.
3) It can use some blend of these two alternatives.COOPERATIVE ADVERTISING: where an international marketer sells, through licensees or
distributors, it can choose, (1) handling advertising directly (2) cooperate with the local distributor
(3) it can encourage the distributor or licensee to advertise.