ADPR 3100 1nd Edition Lecture 29 Outline of Previous Lecture I The expanding agency II Appealing to communities III Crowd sourced advertising IV Categories Outline of Current Lecture I International marketing II Problems faced by international advertisers III Multicultural advertising considerations Current Lecture international marketing o global advertising done in one place and transmitted throughout the world o global marketing has a local focus brands that have presence all over the world brands that exist in other countries o globalization to adapt global marketing efforts product and advertising messages to local markets and cultures ex calling mcdonald s burgers something different selling wine chicken etc at different mcdonald s cater the advertising to the new cultures preferences no longer just strict translation o international advertising problems cultural differences be wary of the people in that country Finland and Venezuelan lotion ad were appealing to people in their country and they were advertising the same thing but in a different way These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute linguistic differences not being able to market Gerber because it means vomit somewhere else Pinto car means small male genital somewhere else mist means manure bimbo in mexico barf detergent things meaning different things in their language make sure to translate it to where it might have cultural references legal differences Venezuela 80 of ads must be locally produced Spain promotional emails are strictly forbidden EU comparative ads are illegal unless the claims made are objective and verifiable o know your consumer and avoid ethnocentrism o use local sources of information multicultural advertising o coke commercial played national anthem in different languages and received negative reactions importing goods is also changing things international and multicultural advertising isn t something that we can t not be aware of
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