Marketing Communications

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Marketing Communications

Organizination And Management Of Advertising

Agencies And Advertising Departments

APPROACHES TO INTERNTIONAL ADVERTISING

There are three main approaches to International Advertising:

1. STANDARDISATION: this approach assumes that better and faster communication has
   forged a convergence of art, literature, media availability, tastes, thoughts, religious beliefs,
   culture, living conditions, language and advertising.
   This approach assumes that when people are different, their basic physiological and
   psychological needs still remain the same. Therefore, success in advertising depends on
   motivation patterns rather than on geographical differences. An example is British Airways
   advertisement.


2. INDIVIDUALISATION OR CUSTOMISATION: this approach holds that advertisers
   must particularly take note of the differences among countries – such as culture, taste,
   media, and discretionary income. These differences make it necessary to develop specific
   advertising programmes to achieve impact in the local markets.


3. COMPROMISE: this approach recognizes local differences and makes a cautious full or
   automatic use of standardization approach. This approach holds that it may be possible,
   and in certain cases, desirable to use home marketing techniques under some conditions,
   and adaptations.

Keegan provides a set of guidelines that can help in determining when it is appropriate to use standardized
advertising. He advanced five international product and promotion strategies. The choice of strategy
depends on such factors as COST, NEED and USE conditions. A particular product can be extended –
unchanged – if use conditions are uniform across markets. Similarly a promotional campaign can be
standardized or extended if consumer need for this particular product is universal. As a company moves
from the first strategy toward the last there is a corresponding increase in cost.

Keegan’s five strategic alternatives are:

1. ONE PRODUCT, ONE MESSAGE – wORLDwIDE: this strategy is appropriate if both the
   need and use conditions are uniform across countries. For example, Coca-cola and Pepsi.


2. PRODUCT EXTENSION (SAME PRODUCT) – COMMUNICATION ADAPTATION:
   this strategy is practical when the same product can be used to fill different needs in
   foreign markets.


3. PRODUCT ADAPTATION – COMMUNICATION EXTENSION: this strategy uses
   essentially the same promotional message abroad and at home, but the product is changed
   to meet local conditions.


4. DUAL ADAPTATION: both the product and the message are changed and adapted to
   local situation.


5. PRODUCT INVENTION: a company develops a new product in response to foreign
   market demands.