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Part Seven Special Topics and Perspectives
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 20-11
TaylorMade uses pattern
advertising to promote its
golf clubs in various
countries
VII. Special Topics and
Perspectives
20. International
Advertising and Promotion
© The McGraw−Hill
Companies, 2003
like. Marketers of high-quality products such as Bally leather goods, Cartier jewelry,
Godiva chocolates, and Louis Vuitton luggage can use global advertising to appeal to
the elite market segment around the world. Well-known international brands competing
in the luxury goods marketplace often present a singular image of prestige and
style to the entire world.
Another segment of global consumers who have similar needs and interests and
seek similar features and benefits from products and services is teenagers. There are
more than 200 million teens in Europe, Latin America, and the Pacific Rim countries
of Asia whose lifestyles are converging with those of the 40 million teens in the United
States and Canada to create a vast, free-spending global market. 66 Teens now have
intense exposure to television, magazines, movies, music, travel, and global advertising
from companies such as Levi Strauss, Benetton, Nike, Coca-Cola, Pepsi, and
many others. MTV is now seen in 136 countries. Global Perspective 20-2 discusses
how the youth of the world have become an important global market segment for
many companies.
Global Products, Local Messages
While the pros and cons of global marketing and advertising continue to be debated,
many companies are taking an in-between approach by standardizing their products
and basic marketing strategy but localizing their advertising messages. This approach
recognizes similar desires, goals, needs, and uses for products and services but tailors
advertising to the local cultures and conditions in each market. Some agencies call this
approach “Think globally, act locally.” Grey Advertising describes it as “global vision
with a local touch.” 67
Although some marketers use global ads with little or no modification, most companies
adapt their messages to respond to differences in language, market conditions, and
other factors. Many global marketers use a strategy called pattern advertising; their
ads follow a basic approach, but themes, copy, and sometimes even visual elements are
adapted to differences in local markets. For example, Unilever’s Dove soap uses the
same basic advertising and positioning theme globally, but models from Australia,
France, Germany, and Italy are used to appeal to women in those countries. The Taylor-
Made Golf Company uses pattern advertising to promote its golf clubs in different
countries. Exhibit 20-11 shows ads for the company’s R500 driver used in the United
States and Germany.
Another way global marketers adapt their campaigns to local markets is by producing
a variety of ads with a similar theme and format and allowing managers in various
countries or regions to select those messages they believe will work best in their markets.
Some companies are also giving local managers more autonomy in adapting