International Marketing Communication Quiz

Marketing Decisions: International Communication and Advertising

• Marketing decisions, specifically international communication and advertising, were the topic of the presentation.
• The speaker, Prof. Dr. Kristina Klein, discussed the fundamental aspects of communication and its complexities in an international context.

Communication – A Definition

• Communication is defined as the process of exchanging information, ideas, or establishing shared meaning between a sender and a receiver.
• A communication paradigm was shown.
• Elements included who communicates what, to whom, under which circumstances, using which channels, in which region, with what expenses, and with what impact.

Communication Process and Cultural Context

• Communication only occurs when the intended meaning from the source is transferred to the receiver.
• Two cultural contexts, labeled A and B, were shown.
• Context A illustrates encoding, message channel, decoding, feedback, receiver, and information source as critical aspects of the process.
• Context B shows the presence of noise, competitive activities, confusion.
• The diagram underscored the concept of noise interfering with effective communication.

Coordination Decisions in Standardization

• Standardization decisions in communication create cost advantages, with costs of conceptualization typically less than 10% of total communication costs.
• Standardization increases effects via economies of scope, resource bundling, and media utilization across countries.
• Counterintuitively, standardization can sometimes decrease effects, such as by generalizing.

Optimal Degree of Differentiation

• An ideal level of differentiation in international advertising balances cost savings against the reduction in communication impact associated with standardization.
• Measuring the optimal degree of standardization in communication, its effects on revenues, and performing experimental studies are crucial but challenging.

Strategic Alternatives in International Communication and Product Planning

• Strategic alternatives include three options:
  • Product extension: offering unchanged products
  • Product adaptation: adapting products based on local needs
  • Product invention: creating new products for specific markets.
• Corresponding communication strategies for each product strategy.

Dual Extension

• "Dual extension" strategy combines a standardized product with a standardized communication approach.
• The approach is advantageous in certain conditions where a message must be understood across different cultures, particularly in business-to-business markets or where consumer tastes are broadly similar.
• Using successful examples in different areas.

Product Adaptation

• "Product adaptation" strategy uses a globally recognized product name, but changes the product features to better suit local needs and demands.
• Communication associated with the product is kept virtually unchanged from the original strategy.

Communication Adaptation

• "Communication adaptation" strategy maintains the product unchanged but adapts the marketing message of communication to suit a local market.
• Emphasizes that adapting the communication strategy to suit specific markets can be a cost-effective way to increase sales success.
• Uses examples of how the same product can suit different markets or needs in one market (by appealing to different segments)

Dual Adaptation

• This strategy fully adapts both the product itself and the communications to align with local nuances and conditions.

Product Invention

• "Product invention" involves crafting a new product specifically for a particular market segment.

Choosing a Strategy

• To decide on the right strategy for any marketing campaign, factors like the market's environment, the company's objectives, and the product itself must be considered.
• Avoiding issues like the NIH syndrome(not invented here) and imposing similar strategies across markets to support consumers.

Standardization vs. Adaptation in Advertising

• Different approaches for similar products, like standardized spots for certain products and adaption strategies for different products.
• Advertising campaigns must be carefully designed and executed to ensure success in the target markets.

Ad Executions

• Emphasized that even seemingly simple actions can have differing cultural meanings.
• Examples and insights into cultural nuances in advertising visuals and execution.

Difficulties in Standardization vs. Adaptation

• Challenges related to getting the message across to the audience.
• Noise, poor understanding, and lack of reception are factors that affect an organization's communication efforts.
• Examples of how message difficulties arise and how these can be overcome.

When to Use Which Approach

• Deciding which approach to communication and advertising varies with product, market, environmental factors.
• Examples of products appropriate for specific strategies.

Potential Problematic Areas

• Issues like communication style (explicit vs. implicit), use of humor, sexually explicit content, specific cultural sensitivity, and the role of colors.

Cultural Considerations In Global Media Decisions.

• Important cultural factors to consider when setting up media for international advertising campaigns.
• For instance, comparative advertising is prohibited in some countries, while gender-related imagery might be very sensitive.
• Provides specific examples to illustrate the issues.