Describe The Various Forms Of Advertising That Can Be Used To Launch A Product On The International Market. In this essay several different types of advertising will be discussed with an explanation of how each type is used and its particular value. There will be an explanation of how advertising may be different in foreign countries as compared to the United States of America. Advertising can be used at various venues e.g. in cinemas, on television, on posters, in the home in the form of direct mail, e-mail and on the internet, in magazines, newspapers, on the sides of vehicles such as taxis, aeroplanes and omnibuses, moving lighted advertising on the sides of buildings, in shop windows, as leaflets handed out, in product placement in films and on television and sponsorship of sporting events and individual sportsmen and women. Each of these methods has both advantages and disadvantages and they vary both in cost and in efficiency i.e. how many view each one and how many respond in a positive way. Cinema advertising.
This can be costly to produce, but this cost can be mitigated if the same film is also used on television. What portion of the population will be reached will vary according to the cinema going habits of various populations. As video and d.v.d. come more to the fore in more prosperous countries it seems that cinema going will decline, but in countries such as India, where many do not have television or video players this form of advertising may be very effective. Television. Not yet available universally so inappropriate in certain places. Costly both to produce and to place, especially if used at peak times.
... are misleading. Countless articles have been written on false advertising on television. Most of these articles target specific instances of fraudulent behavior ... False Advertising Nowadays television and the advertising displayed in it is a part of everyday life in ... articles on false advertising. Surveys have also been conducted to tell the amounts of 'fraudulent' ads being seen on television and how ...
Different products need to be placed at different times e.g. car advertising such as Mercedes at times when likely buyers are watching. Posters. These are of course cheap to produce, though there may be the cost of renting suitable sites for their placement. They are seen by many people, but some of these will of course often be the same people who pass along a road every day, which may or may not be an advantage. According to which country they are being placed in there will be necessarily alterations in the language used. As not all languages go from left to right there may need to be alterations in the layout which may need to be done at a local level. There are differences in the meaning of words too.
What is an inoffensive name for a product in one language may cause offence elsewhere. There is also the question of trademarks. A name may already be registered in a country, which may necessitate a local name change. These facts will of course apply to any form of advertising. Direct mail will need access to mailing addresses in the countries involved. There is too the question of cost.
It would obviously be cheaper to do this within the country involved. There is too the fact that many companies use this method and almost certainly the majority of such post finds its way directly into the recycling bin. A sample posting might be made in order to judge the effectiveness of this method. E-mail. Spam is a nuisance and many have spam filters and it is of course only effective in countries where computers play a large part in life. Consideration must be given to only placing e-mail advertising to those who have previously expressed some kind of interest.
Internet advertising. Placed on the correct sites rather than be used indiscriminately these will frequently produce a positive response, though care needs to be taken that if someone can read the advertisement they can also buy the product i.e. it is available in their country. Would be customers who read Not available in your area after they have spent several minutes completing a form will have a negative view of the company in the future. Care too should be taken that the site is appropriate e.g. British Airways may advertise on a citys official site, but needs to make sure that it has flight to that city or nearby.
... an institutional advertisement with information on this new product (Pioneering advertising). The aim was to stimulate enough interest to ... Espresso, Kathimerini and Eleytherotypia. We have selected these magazines and newspapers because they are addressed to both male and ... , together with the opening of the Third countries markets (i. e. countries outside EEC), forced many manufacturing companies to ...
The sides of vehicles. Aeroplanes are normally only used to advertise their own company whereas omnibuses can carry a much wider type of advertisement. On the whole though these well be related to travel e.g. American Airlines or places on route such as theatres. Magazines. If a specialist product is being marketed then is relatively easy to find suitable magazines in which a message can be placed, e.g a special type of bridle in a magazine for horselovers.
A more general product requires less forethought and can be placed in magazines with a wider circulation. Moving lights . These are often of a semi permanent nature so are perhaps, in international terms, best used for brands rather than for individual products which may have a relatively short shelf life. e.g Virgin Travel In shop windows. These reach relatively few people, but can be effective because they often reach those who are already interested e.g. those looking for a new camera may well look in the windows of a camera shop. The big advantage is that they can then go into the shop, ask any questions they may have and make a purchase immediately e.g.
Fuji film Leaflet distribution. This can be very localised and if the distributers are trained properly can reach a fairly precise audience e.g. young people or business men. As with other forms of advertising they depend upon a relatively high degree of literacy on the part of the recipients. It may be linked with giving out of free samples e.g. Seaspray cranberry juice. Product placement and sponsorship. These have been grouped together because both associate the product with a certain lifestyle healthy, luxurious, wealthy etc. Conclusion So we see that international advertising needs consideration of local conditions, language, cultural considerations, cost and effectiveness.
All these are factors that need to be assessed before an international campaign can begin. Electronic Sources Why most advertising does not work, found at //www.cardellmedia.co.uk/advertising3.html retrieved 6th December 2006 About Advertising found at //advertising.about.com/About_Advertising.htm retrieved 6th December 2006 Internet journal found at //www.theinternetone.net/ retrieved 6th December 2006.
... viewers. Thus, product-market competition takes place after the TV viewers' decisions are made. Advertising firms make their ... benefit of TV advertising is that it impacts a large number of persons not reach by print media ... . If a person doesn't want to read a newspaper or magazine ... what else is on. Although some network shows reach viewers for a surprisingly low cost, certain ...