Things which should keep in mind while doing advertising internationally.

The growing intensity of international competition, multinational companies, should function at the highest level. Globally countrys has different taste and preferences in every 500km. A successful advertisement in one country cannot be simply transferred or translated into another countrys market without understanding the unsual habit of that people. Today due to economic slowdown, every company trys to enter in every possible market but most of the time they forget the basic rules while promoting their brand in different countries. Any company should consider 10 basic and important things before promoting their products in different countries. 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 because a competitor can sue you if you do so. Belgium and France fully ban comparative advertising, where as it is clearly authorized in the U.K, Ireland, Spain and Portugal. Banning complete comparisons always affects effective advertising approach which is 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 (E.g India). 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 advertisement framework is different, perception of the message it differs. Existing perceptions based on tradition and heritage is often hard to overcome. Symbols In a country experiencing increasing cultural diversity, the use of target marketing toward ethnic groups can generate strong emotions and controversy while advertisment. Often the symbols, ideals and moral attitude that international advertising portrays and promotes are those of Western society and culture. Through the reach of advertising, brands such as Levi's, Nike, Marlboro and McDonalds are known by and have become objects of desire for teens and young adults throughout the world. But still MNCs should be very carefull while designing symbols for the brand. Media Limitations MNC should scan the media reach and peoples connect to the diferent modes while advertising in different countries. A marketers creativity is 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. Content It is very important to consider the content while making advertiement in any country. When Western advertising depicts sexually explicit situations or shows women in situations considered as inappropriate or immoral, it is likely to be considered a force created cultural moral attitude and values. Equally, in some countries such as France,

there is a strong negative reaction to the imposition of US culture, values and use of English in advertising. Promotion of tobacco products by US and UK companies in countries where there is no legislation regulating or banning cigarette advertising has also been criticized. Values Copywriter should always consider values while making an ad. Western values and moral attitude, specially from the US, in other countries viewed negatively in societies with strong religious or moral values, for example, Islamic societies in the Middle East.

Celebrity endorsement MNCs should carefully endorse the celebrity for advertising the product in the particular areas.e.g Europe is a strong football supporting nation, so if you show the wrong face in wrong country or in wrong city then it may result in blunders for the product. Colour Colour has its own meaning and indentity in different countries. In some country black is symbol of evil while other consider as strong belief. Green is not acepted in various cultures but it is a lucky colour in Middle east.