ADPR 3100 1nd Edition Lecture29Outline of Previous LectureI. The expanding agencyII. Appealing to communitiesIII. Crowd-sourced advertisingIV. CategoriesOutline of Current Lecture I. International marketingII. Problems faced by international advertisersIII. Multicultural advertising considerationsCurrent Lecture- international marketingo global advertising: done in one place and transmitted throughout the worldo global marketing: has a local focusbrands 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 translationo 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 ethnocentrismo use local sources of information- multicultural advertisingo 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
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