Challenges Faced By International Advertising

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Challenges Faced By International Advertising


The growing intensity of international competition, coupled with the complexity of multinational marketing, demands that the international advertisers function at the highest level.

A successful advertisement in one country cannot be simply transferred or translated into another country’s market without understanding the peculiarities of that country.

Legal Considerations

Different countries have different advertising laws that need to be accepted and followed. Therefore while creating advertisements it is very important to know the laws that are imposed in that particular country.

In Germany it is illegal to use any comparative terminology a competitor can sue you if you do so. Belgium and France explicitly ban comparative advertising, where as it is clearly authorized in the U.K, Ireland, Spain and Portugal. Banning explicit comparisons will rule out an effective advertising approach heavily used by US companies. Therefore it is very important for the advertiser to identify this and act accordingly.

Language Limitations

Language is one of the major barriers to effective communication through advertising. The problem involves different languages of different countries or dialects within one country. Everyday words have different meaning in different cultures. Even pronunciations cause problems.

Cultural Diversity

The problem associated with communicating to people in diverse cultures presents one of the greatest challenges in advertising. Communication is more difficult because cultural factors largely determine the way various phenomena are perceived.

If the perceptual framework is different, perception of the message it differs. Existing perceptions based on tradition and heritage is often hard to overcome.

Media Limitations

A marketer’s creativity is certainly challenged when a television commercial is limited 10 showings a year with no exposures closer than 10 days as is the case in Italy.

Creative advertisers in some countries have even developed their own media for overcoming media limitations. In some African countries, advertisers run boats up and down rivers playing popular music and broadcasting commercial into the bush as they travel.
 
Advertising is the power to attract mass number of people at the same time. Advertising is the only way to positioned your brand according to the way you wanted. Advertising however, comes under scanner because of their flaw statements but it is very much useful in generating awareness. SPELT , this is the word which advertiser needs to understand before advertising. SPELT Stands for

S:Social
P:political
E: Environment
L:Legal
T:Technological
 
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