Learn, Understand about International Advertising, Meaning, and Definition!
International Advertising, generally speaking, is the promotion of goods, services, companies, and ideas, usually in more than one country performed by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion. Advertising is a cogent communication attempt to change or reinforce ones’ prior attitude that is predictive of future behavior. Also learn, What is Major, Key, Dimensions of Organizational Culture? Business Promotion of International Advertising!
It can view as a communication process that takes place in multiple cultures that differ in terms of values, communication styles, and consumption patterns. It is also a business activity involving advertisers and the advertising agencies that create ads and buy media in different countries. The sum total of these activities constitutes a worldwide industry that is growing in importance. International advertising is also a major force that both reflects social values and propagates certain values worldwide.
Global advertising or international advertising consists of collecting, processing, analyzing and interpreting information.
There are two main purposes of international advertising research:
(1) to assist business executives to make profitable international advertising decisions for their specific products and services, and.
(2) to contribute to the general knowledge of international advertising that is potentially useful to a variety of business executives, educators, government policymakers, advertising self-regulatory organizations and others interested in understanding the process and effects of international advertising.
International advertising involves recognizing that people all over the world have different needs. Companies like Gillette, Coca-Cola, BIC, and Cadbury Schweppes have brands that are recognizing across the globe. While many of the products that these businesses sell are targeted at a global audience using a consistent marketing mix, it is also necessary to understand the regional differences, hence it is important to understand the importance of international marketing.
Organizations must accept that differences in values, customs, languages, and currencies will mean that some products will only suit certain countries and that as well as there being global markets e.g. for BIC and Gillette razors, and for Coca-Cola drinks. There are important regional differences for example advertising in China and India need to focus on local languages. Just as the marketing environment has to assess at home, the overseas potential of markets has to carefully scrutinize. Finding relevant information takes longer because of the unfamiliarity of some locations. The potential market size, degree, and type of competition, price, promotional differences, product differences as well as barriers to trade have to analyze in order to advertise our product effectively in different countries.
Why Do This?
Advertising is a paid message used to promote a product, service or an idea to a specific audience. International advertising refers to advertising which is carried out in multiple countries around the world. Effective advertising requires specialized cultural knowledge that considers differences between target audiences in different countries. International advertising is considering not only a communication process but a business activity, an industry and a reflection of society as a whole.
The primary goal of advertising is to effectively communicate with the target audience. The communication process involves multiple aspects which are affecting by media, culture, literacy, and language. For example, a multinational company that wishes to place newspaper ads will find that. Their ads will most likely be unsuccessful in countries that have significantly low literacy rates. Additionally, cultural norms and values differ among countries. For example, a television commercial for birth control does not cause concern in many Western countries. While the same ad televised in a conservative Muslim country, such as Saudi Arabia, may be very controversial.
How, Where, and Which types?
International advertising can also consider a business practice by which an advertising firm attempts to influence audiences in other countries about itself, and its products and services. Advertising agencies decide whether to create global or regional campaigns that are capable of building a global image of a product or service. Agencies create advertisements and place them in the appropriate media outlets throughout the world.
The worldwide industry of international advertising consists of a large network of advertising agencies. The network is made up of small and medium-sized agencies located within one country and large agencies. That have multiple offices in multiple countries throughout the world. This industry network is responsible for the communication via the business activity of advertising.
Finally, international advertising reflects multiple facets of society, including values, morals, lifestyles and gender roles. The image of a product or service created by advertising plays a part in promoting specific facets of society. Criticism of global campaigns claims that these images are promoting Western cultures and values. International advertising may act as a force that promotes these cultures and values with many products becoming objects of desire for others in the world. Additionally, communication through a regional or global campaign can also promote integration and diversity by establishing common bonds and creating universal symbols. That is able to connect people from different areas of the world.
1. Explaining – //www.mbaknol.com/international-business/international-advertising/
2. Meaning – //en.wikipedia.org/wiki/International_advertising
3. Photo Credit URL – //www.trustedclothes.com/blog/wp-content/uploads/2016/06/night-square.jpg