INTERNATIONAL ADVERTISING MINI CASE
Spacemannnnnn
INTERNATIONALADVERTISINGMINICASE2.docxINTERNATIONAL ADVERTISING MINICASE
Advertising to the global marketplace poses several unique challenges, as compared to domestic advertising. A global company like Honda, Pepsico, or Unilever has to decide whether to use a standardized advertising campaign globally (simply translating the original ad or making other superficial changes), or adapting their campaign to different markets worldwide. If adaptation, the amount of adaptation needs to be decided. For example, should Honda have a pan-European advertising campaign for a new subcompact? 20 different campaigns for 20 different countries? Maybe a two campaign strategy is best: one for northern Europe and one for Southern.
On top of this, decisions on creative strategy must be made, and this decision will be culturally-bound. A humorous U.S. ad may not work at all in the U.K. or Australia due to differences in sense of humor. Ads that North Americans would find overly suggestive or otherwise offensive might be viewed as just fine in France or Italy. By contrast, an innocent ad campaign showing a couple sharing a bathroom mirror would be unacceptable in Japan or Saudi Arabia. Even cultural differences within a country may need to be considered: French Canadian ads are usually not just dubbed versions of the English Canadian ad, but are created specifically for the French-speaking market.
Happy to help! You can organize what courses will show up on your dashboard and which won't by clicking "Courses" to the left of your dashboard, then "All courses" in the tab it opens. Once there, check the star next to courses you want to keep, and uncheck stars for courses you don't.
INTERNATIONAL ADVERTISI
NG MINICASE
Advertising to the global
marketplace
pos
es sev
eral unique challenges, as compared to dome
sti
c
adv
er
tising. A
global compan
y l
i
ke Honda,
Pepsico
, or Unilever
has to decide whether to use a
s
tandardized ad
ver
tising campaign
globally (simpl
y
translating the original ad or making other superficial
changes
), or adapting their campaign to different markets worldwide. If adaptation,
the amount of
ada
p
tati
on needs to be decide
d. For exa
mple, should Ho
nda ha
ve a pan
-
Eur
op
ean adver
ti
sing campaign
for a new
subcompac
t?
20 di
fferent campai
gns for 20 different countries? Mayb
e
a
t
wo
campaign
strat
e
gy
is
best
:
one for nor
thern Eur
op
e and one for Southern.
On top of this,
dec
isions on
creati
ve strat
egy
must be made, and th
is decision will be culturally
-
bound. A
humorous
U.S. ad may
not work at all in
the U.K. or Australia
d
ue
t
o differe
nces
in sense of humor. Ads
that
North Americans would find
overly
suggestive
or otherwise
offensi
ve
might be
viewed as just fi
ne in
Fr
ance or Italy.
By contra
st, a
n in
no
cent ad campaign sho
wing a co
uple sharing a bat
hroom mirro
r
would
be
unacceptable in Japan or Saudi Arabia. Even
c
ultural
differences within a cou
ntry
may need to
be
consider
ed
:
French Cana
dian ads
are usually not just dubbed
versions of the Eng
lish Canadian ad,
but are crea
ted spe
cifically for the F
rench
-
speaking
mar
ket.
Y
our
assignment
this week is to f
ind at least one
print or online
ad
(
two or three would be nice)
used in
a foreign market
, that is
very different
or unusual
compare
d
to typ
ical
U.S. advertising.
Present clearly
why you think it would
, or would not, work in the
United S
t
ates
mar
ket.
Comment
on the creati
ve
strat
egy used
and
how it
compares to U.S. advertising.
Con
sider cult
ural similariti
es or differences
in
your discuss
ion.
Submit the ad
(s)
along with your writeup.
Happy to help! You can
organize what courses will show up on your dashboard and which won't by clicking "Courses" to the left of your
dashboard, then "All courses" in the tab it opens. Once there, check the star next to courses you want to keep,
and uncheck stars for courses you
don't
.
INTERNATIONAL ADVERTISING MINICASE
Advertising to the global marketplace poses several unique challenges, as compared to domestic
advertising. A global company like Honda, Pepsico, or Unilever has to decide whether to use a
standardized advertising campaign globally (simply translating the original ad or making other superficial
changes), or adapting their campaign to different markets worldwide. If adaptation, the amount of
adaptation needs to be decided. For example, should Honda have a pan-European advertising campaign
for a new subcompact? 20 different campaigns for 20 different countries? Maybe a two campaign
strategy is best: one for northern Europe and one for Southern.
On top of this, decisions on creative strategy must be made, and this decision will be culturally-bound. A
humorous U.S. ad may not work at all in the U.K. or Australia due to differences in sense of humor. Ads
that North Americans would find overly suggestive or otherwise offensive might be viewed as just fine in
France or Italy. By contrast, an innocent ad campaign showing a couple sharing a bathroom mirror
would be unacceptable in Japan or Saudi Arabia. Even cultural differences within a country may need to
be considered: French Canadian ads are usually not just dubbed versions of the English Canadian ad,
but are created specifically for the French-speaking market.
Your assignment this week is to find at least one print or online ad (two or three would be nice) used in
a foreign market, that is very different or unusual compared to typical U.S. advertising. Present clearly
why you think it would, or would not, work in the United States market. Comment on the creative
strategy used and how it compares to U.S. advertising. Consider cultural similarities or differences in
your discussion. Submit the ad(s) along with your writeup.
Happy to help! You can
organize what courses will show up on your dashboard and which won't by clicking "Courses" to the left of your
dashboard, then "All courses" in the tab it opens. Once there, check the star next to courses you want to keep,
and uncheck stars for courses you don't.
