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Belch: Advertising and
Promotion, Sixth Edition
VII. Special Topics and
Perspectives
Summary
Many U.S. companies are recognizing
not only the opportunities but
also the necessity of marketing
their products and services internationally
because of saturated
markets and intense competition
from both domestic and foreign
competitors. Advertising and promotion
are important parts of the
international marketing program
of a multinational corporation.
Advertising is generally the most
cost-effective way to communicate
with buyers and create a market in
other countries.
International marketers must
carefully analyze the major
environmental forces in each market
where they compete, including
economic, demographic, cultural,
and political/ legal factors. These
factors are important not only in
assessing the potential of each
country as a market but also in
designing and implementing
advertising and promotional
programs.
In recent years, much attention
has focused on global marketing,
where a standard marketing pro-
Key Terms
balance-of-trade deficit,
660
economic infrastructure,
662
698
20. International
Advertising and Promotion
gram is used in all markets. Part of
global marketing is global advertising,
where the same basic advertising
approach is used in all
markets. Opponents of the global
(standardized) approach argue
that differences in culture, market
and economic conditions, and consumer
needs and wants make a
universal approach to marketing
and advertising impractical. Many
companies use an in-between
approach, standardizing their
basic marketing strategy but
localizing advertising messages to
fit each market.
There are a number of
important decision areas in the
development of advertising and
promotional programs for international
markets. These include organization,
agency selection,
advertising research, creative
strategy and execution, and media
strategy and selection.
Sales promotion, personal selling,
public relations, and Internet
websites are also part of the
promotional mix of international
cultural values, 665
global marketing, 669
global advertising, 669
Discussion Questions
1. The opening vignette to the
chapter discusses the requirements
developed by the A. C.
Nielsen Company to be on its
global brand list. Do you think that
a brand should have to meet these
criteria in order to achieve global
brand status? Why might
marketers disagree with the
requirements set by A. C. Nielsen?
2. Why are international markets
so important to U.S. companies
such as Starbucks, McDonald’s and
pattern advertising, 674
localized advertising
strategy, 684
Coca-Cola, as well as to European
companies such as Nestlé,
Unilever, and Nokia? Discuss the
role of advertising and other forms
of promotion in these companies’
international marketing programs.
3. Discuss the importance of the
economic environment in a country
in evaluating its market potential.
How do the economic
conditions and factors impact the
type of integrated marketing com-
© The McGraw−Hill
Companies, 2003
marketers. Sales promotion
programs usually must be adapted
to local markets. Factors to
consider include stage of market
development, market maturity,
consumer perceptions of
promotional tools, trade structure,
and legal restrictions and regulations.
Personal selling is the most
important element of some
companies’ international marketing
programs, since it is their main
form of contact with foreign customers.
PR programs are also
important to help international
marketers develop and maintain
favorable relationships with
governments, media, and
consumers in foreign countries.
The use of the Internet as a
marketing tool varies by region. In
many countries, there are few
Internet users and few local
companies with websites. But as
the number of consumers online
grows, so too does the number of
large international marketers
using the Internet to support their
ad campaigns.
direct broadcast by
satellite (DBS), 689
munications program a company
can use in a country?
4. Global Perspective 20-1
discusses how many multinational
companies have begun focusing
more attention on the 4 billion
consumers who live in the remote,
rural communities of developing
countries. Discuss the challenges
companies face in marketing their
products to the world’s poorest
consumers. How do they have to