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Part Seven Special Topics and Perspectives
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 20-9 Advertising
for Colgate toothpaste uses
a consistent visual image,
but the copy may vary for
different markets
VII. Special Topics and
Perspectives
20. International
Advertising and Promotion
© The McGraw−Hill
Companies, 2003
lines, and continues to endorse the use of global appeals.
Under its current marketing strategy, however, advertising
is often modified for a specific country or region,
particularly where local creativity can improve the
advertising over the global standard. An example of this
approach is the advertising used for Colgate toothpaste
(see Exhibit 20-9). The globe/smile image is used as the
visual in nearly every country where Colgate is marketed,
but the copy varies. This ad for the Russian market
appeared in the Moscow edition of Reader’s Digest.
Some marketing experts claim much of the attention
to the advantages of global advertising stems from large
ad agencies trying to increase business by encouraging
clients to use one agency to handle their marketing communications
worldwide. 61 Many large multinational
companies are indeed consolidating their business with
one or a few agencies who have offices around the world
and offer international advertising capabilities. However,
the consolidations are often driven by the client’s
increasing emphasis on global markets. 62
When Is Globalization
Appropriate?
While globalization of advertising is viewed by many in
the advertising industry as a difficult task, some
progress has been made in learning what products and
services are best suited to worldwide appeals: 63
1. Brands or messages that can be adapted for a visual
appeal, avoiding the problems of trying to translate
words into dozens of languages.
2. Brands that are promoted with image campaigns that
play to universal appeals such as sex or wealth.
3. High-tech products and new products coming to the
world for the first time, not steeped in the cultural
heritage of the country.
4. Products with nationalistic flavor if the country has a
reputation in the field.
5. Products that appeal to a market segment with
universally similar tastes, interests, needs, and
values.
Many companies and brands rely heavily on visual appeals that are easily adapted
for use in global advertising campaigns. For example, Boeing launched its first global
image campaign in 2000 as part of its effort to be known as more than an airplane
manufacturer. While Boeing is the world’s leading manufacturer of commercial jets, a
series of acquisitions has transformed the company into a major force in markets for
military aircraft, rockets, satellites, and broadband communications. Boeing is setting
the stage for its future with a global image and branding campaign that uses the tagline
“Boeing Forever New Frontiers.” The corporate campaign features TV spots as well as
print ads, such as the one shown in Exhibit 20-10, that symbolize optimism and future
orientation. The commercials use a steady stream of visuals—children with arms outstretched,
a young boy releasing a dove, jet planes, and spinning satellites. The goal of
the campaign is to leverage Boeing’s strong global brand image with customers and
aviation, business and government influentials as well as to create excitement among
the company’s employees regarding the future of the company.
Products such as jewelry, liquor, cosmetics, and cigarettes can be promoted using
image advertising, the second category. Marlboro uses its cowboy/western imagery