Page 200 - DMGT547_INTERNATIONAL_MARKETING

Unit 11: Communication Decision for International Markets

Notes
Table 11.1: An Idea of How Ads need to be formed

Source: http://prezi.com/6rt7o4tyapqw/global-marketing-communications-decisions-advertising-and-
public-relations/
These differences can be used as a guide in creating standardized appeals in terms of
clusters. For example, a standardized ad employing a rational appeal could be translated
as appropriate in Austria, Belgium, Italy, and the United States.

Example: Some Examples of Cultural considerations are:
1. Images of Male/female intimacy are in bad taste in Japan, and illegal in Saudi
Arabia
2. In Germany, France and Japan, a man enters a door before a woman.

Did u know? Many German companies prefer ads that present a rational argument for a
product’s superiority. This is typical of ads for beer, automobiles, and food products.

Another issue faced by advertisers is which medium to use when communicating with the
target audience. The available alternative media can be broadly categorised as:
1. Print media: daily and weekly newspapers to magazines and business publications
with national, regional, or international audiences
2. Electronic media: broadcast television, cable television, radio, and the Internet
3. Other media: outdoor, transit, and direct mail advertising

Globally, media decisions must take into account country specific regulations.
Even when media availability is high, its use as an advertising vehicle could be limited.

Example: In Europe, television advertising either does not exist or is extremely limited
in Denmark, Sweden and Norway. The time allowed for advertising each day varies from
12 minutes in Finland to 80 in Italy, with 12 minutes per hour per channel allowed in France and
20 in Switzerland, Germany, and Austria.

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