Selecciones - Webs

670
Part Seven Special Topics and Perspectives
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 20-6 Gillette used
global advertising to launch
its new Mach3 shaving
system
VII. Special Topics and
Perspectives
20. International
Advertising and Promotion
© The McGraw−Hill
Companies, 2003
Problems with Global Advertising
Opponents of the standardized global approach argue that very few products lend
themselves to global advertising. 57 Differences in culture, market, and economic
development; consumer needs and usage patterns; media availabilities; and legal
restrictions make it extremely difficult to develop an effective universal approach to
marketing and advertising. Advertising may be particularly difficult to standardize
because of cultural differences in circumstances, language, traditions, values, beliefs,
lifestyle, music, and so on. Moreover, some experts argue that cultures around the
world are becoming more diverse, not less so. Thus, advertising’s job of informing and
persuading consumers and moving them toward using a particular brand can be done
only within a given culture.
Consumer usage patterns and perceptions of a product may vary from one country
to another, so advertisers must adjust their marketing and advertising approaches to
different problems they may face in different markets. For example, when Nestlé
introduced its Nescafé instant coffee brand, the company faced at least five different
situations in various parts of the world:
1. In the United States, the idea of instant coffee had great penetration but Nescafé
had the minor share.
2. In continental Europe, Nescafé had the major share of the market, but the idea of
instant coffee was in the early stages.
3. In the tea-drinking countries, such as the United Kingdom and Japan, tea drinkers
had to be converted not just to coffee but to instant coffee.
4. In Latin America, the preferred coffee was a heavy one that could not be duplicated
with an instant version.
5. In Scandinavia, Nestlé had to deal with the ingrained custom of keeping a pot of
coffee on the stove from early morning until late at night.
Nestlé had to use different advertising strategies for each market; a global campaign
would not have been able to address the varying situations adequately. Exhibit