“Perhaps advertising is the side of international marketing with the greatest similarities from country to country throughout the world. Paradoxically, despite its many similarities, it may also be credited with the greatest number of unique problems in international marketing.” Discuss.
Someone once commented that advertising is America’s greatest export. Discuss.
With satellite TV able to reach many countries, discuss how a company can use satellite TV and deal effectively with different languages, different cultures, and different legal systems.
Outline some of the major problems confronting an international advertiser.
Defend either side of the proposition that advertising can be standardized for all countries.
Review the basic areas of advertising regulation. Are such regulations purely foreign phenomena?
How can advertisers overcome the problems of low literacy in their markets?
What special media problems confront the international advertiser?
After reading the section in this chapter on direct mail, develop guidelines to be used by a company when developing a direct mail program.
Will the ability to broadcast advertisements over TV satellites increase or decrease the need for standardization of advertisements? What are the problems associated with satellite broadcasting? Comment.
“In many world marketplaces, a wide variety of media must be used to reach the majority of the market.” Explain.
Cinema advertising is unimportant in the United States but a major medium in such countries as Austria. Why?
“Foreign newspapers cannot be considered homogeneous advertising entities.” Elaborate.
Borrow a foreign magazine from the library. Compare the foreign advertising with that in an American magazine.
What is sales promotion and how is it used in international marketing?
Show how the communications process can help an international marketer avoid problems in international advertising.
Take each of the steps of the communications process and give an example of how cultural differences can affect the final message perceived.
Discuss the problems created because the communications process is initiated in one cultural context and ends in another.
What is the importance of feedback in the communications process? Of noise?
