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International Advertising and Promotion
McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Reasons for the importance of international markets
¾Domestic markets for many products and services are stagnant
¾Many companies rely on foreign markets to survive, particularly those with small domestic markets
¾International markets offer growth opportunities for many companies
¾Competition has become global and marketers must be able to compete globally
Markets such opportunities
as China offer strong growth for many companies
International Advertising
¾The U.S. accounts for over half of the world’s advertising expenditures
¾Advertising expenditures outside the U.S. are growing more rapidly than inside
¾Every country in the world has advertising of one form or another
¾The more affluent the country, the more monies spent on advertising
The International Environment
Economic Environment
Political/Legal Environment
International Marketing And Promotional Decisions
Demographic Environment
Cultural Environment
...
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