Organizing for International Advertising

Last Updated on Thu, 04 Jan 2024 | Marketing Communications

One of the first decisions a company must make when it decides to market its products to other countries is how to organize the international advertising and promotion function. This decision is likely to depend on how the company is organized overall for international marketing and business. Three basic options are centralization at the home office or headquarters, decentralization of decision making to local foreign markets, or a combination of the two.

Centralization Many companies prefer to centralize the international advertising and promotion function so that all decisions about agency selection, research, creative strategy and campaign development, media strategy, and budgeting are made at the firm's home office.

Complete centralization is likely when market and media conditions are similar from one country to another, when the company has only one or a few international agencies handling all of its advertising, when the company can use standardized advertising, or when it desires a consistent image worldwide. Centralization may also be best when a company's international business is small and it operates through foreign distributors or licensees who do not become involved in the marketing and promotional process.

Many companies prefer the centralized organizational structure to protect their foreign investments and keep control of the marketing effort and corporate and/or brand image. Centralization can save money, since it reduces the need for staff and administration at the local subsidiary level. As the trend toward globalized marketing and advertising strategies continues, more companies are likely to move more toward centralization of the advertising function to maintain a unified world brand image rather than presenting a different image in each market. Some foreign managers may actually prefer centralized decision making, as it removes them from the burden of advertising and promotional decisions and saves them from defending local decisions to the home office.

Decision Areas in International Advertising

Continue reading here: Media Selection

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Readers' Questions

  • Ilaria Greco
    What is the decision areas of international advertising?
    1 year ago
    • The decision areas of international advertising include:
    1. Target Market Selection: Determining the specific market or markets to target with advertising efforts.
    2. Message Development: Tailoring the advertisements to suit the cultural, linguistic, and social norms of the target market.
    3. Media Selection: Choosing the appropriate media channels to reach the target market, which may include television, print, radio, digital platforms, or out-of-home advertising.
    4. Creative Adaptation: Adapting the creative elements of advertisements, such as visuals, slogans, or characters, to resonate with the target market.
    5. Budgeting: Allocating financial resources to international advertising efforts based on the market potential, competition, and company objectives.
    6. Branding and Positioning: Ensuring that the advertising efforts align with the overall brand image and positioning strategy in the international market.
    7. Regulatory Considerations: Adhering to international regulations and guidelines related to advertising, such as those pertaining to false claims, comparative advertising, or use of children in advertisements.
    8. Measurement and Evaluation: Establishing metrics to assess the effectiveness and impact of international advertising campaigns, such as brand awareness, purchase intent, or return on investment.
      9. These decision areas need to be carefully considered and coordinated to create successful international advertising campaigns that resonate with the target audience and achieve the desired marketing objectives.
    • ELANOR
      How to organize international advertising?
      1 year ago
      1. Assess the scope of the campaign: Establish the objectives that the international advertising campaign is hoping to achieve. Identify the target audience, geographic scope, and budget.
      2. Get to know the local market: Research the local culture and customs of the countries where the advertising will be done to ensure that the campaign meets cultural expectations.
      3. Choose the right media: Select the type of media that best fits the campaign’s goals and budget. Consider digital media, print media, TV, radio, and outdoor advertising.
      4. Work with local agencies: Secure the services of a local agency to create the advertising materials, test the ads, and manage the campaign.
      5. Monitor the results: Track the performance of the campaign and adjust strategies if necessary.