Market Orientation

It is justifiable to consider and apply the concept of a successful sales and branding metrics campaign to the international market.  Sales and branding advertising campaigns are important in creating awareness and improvement of the performance of a product. When considering the transferability of the advertising in the international market, it is important to examine the market orientation of the particular target market (Hankinson, 2012). Different markets have different beliefs, customs, values, and norms. These and other factors should be considered when choosing the advertisement to be implemented in another country. Therefore, the success of sales and branding metrics in a different country cannot be the basis to consider the international transferability of an advertising campaign. The social, economic and cultural factors may differ or be similar and are important in considering transferability of advertising campaigns in the different country. They determine the adjustments necessary for advertising.

The expectation and criteria used to evaluate the class of a product are different in various countries. However, it is important to consider the benefits people associate with different products (Okazaki & Taylor, 2013). Different countries look for different benefits from the product. It is important to evaluate a target market and their culture to determine the kind of benefits is associated with the product. Use cultural competency to determine the socially accepted norms and adjust the advertisement accordingly (Kim & Min, 2016). The social norms are different per country. Therefore, analysis of variance or discriminant analysis is important in determining the expectation of the people on a specific product. These variances can be used to determine if the advertising will work in a foreign market. Adjustments should be made according to the product-specific expectations of the people. It is also essential to understand that the success of sales and branding metrics is essential in every marketing profile irrespective of the industry of operation of an organization. At the same time, when different countries perceive the product to have the same benefits and other cultural and social values are the same, the same advertisement can be considered (Khang et. al 2016).

Another important factor in international advertisement transferability is the silent language of a country. Different countries have culturally different meanings associated with space, friendship, agreements and time. Understanding the silent language is important in advertisement transferability as the background message of an advertisement have a huge impact on people or target market. Different countries consider this language differently (Krush, Sohi & Saini, 2015). For example, Australia may China have a different perception when it comes to space, time or things. Therefore an adjustment strategy needs to be made. The silent language might even be the same, but the consumer expectations are different. The product needs to be promoted in a way that it appeals to the culture target. The background message has to appeal to the target market in the foreign country.

Another factor to consider when conducting an advertising transferability is the mode of decoding and encoding communication symbols. Encoding and decoding represent both the production and consumption of communication. The linguistic representation of the product has to appeal to the target market (Maehle & Supphellen, 2015). Foreign markets encode and decode differently. For instance, there is a cross-cultural difference in accepting and receptivity of commercials. People react differently to commercials depending on their values. Given the cultural differences between China and Australia, their values might also differ, hence the need to make adjustments when conducting advertisements transferability. Foreign markets are different based on how they decode information. Profiling people based on their beliefs, imitation aspects and reaction to an advertisement is important when conducting advertisement transferability. Other factors such as symbolism and language, lifestyle, regional values, the relevant class structure, design, style and the standard product and regulation of the product should also be considered when conducting international transferability campaign.

Conclusion

In conclusion, specific product expectations, the mode of encoding and decoding, culture, and the various silent language of a country should be taken into consideration when conducting an international advertisement transfer. Evaluation of these factors will enable the company to decide what appeals most to the foreign market in order for the advertising campaign to be successful. International advertisements transferability should consider the above factors in advertising campaigns. The social, economic and cultural factors may differ or be similar and are important in considering transferability of advertising campaigns in the different country. They determine the adjustments necessary for advertising. However, people should be profiled on the basis of their beliefs, imitation aspects and reaction to an advertisement when conducting advertisement transferability.

References

Hankinson, G. (2012). The measurement of brand orientation, its performance impact, and the role of leadership in the context of destination branding: An exploratory study. Journal Of Marketing Management, 28(7-8), 974-999. doi:10.1080/0267257X.2011.565727

Khang, H., Han, S., Shin, S., Jung, A., & Kim, M. (2016). A retrospective on the state of international advertising research in advertising, communication, and marketing journals: 1963–2014. International Journal Of Advertising, 35(3), 540-568. doi:10.1080/02650487.2015.1066477

Kim, J., & Min, D. (2016). Consumers’ Response to an Advertisement Using Brand Popularity in a Foreign Market. Japanese Psychological Research, 58(4), 342-354. doi:10.1111/jpr.12129

Krush, M., Sohi, R., & Saini, A. (2015). Dispersion of marketing capabilities: impact on marketing’s influence and business unit outcomes. Journal Of The Academy Of Marketing Science, 43(1), 32-51. doi:10.1007/s11747-014-0420-7

Maehle, N., & Supphellen, M. (2015). Advertising strategies for brand image repair: The effectiveness of advertising alliances. Journal Of Marketing Communications, 21(6), 450-462. doi:10.1080/13527266.2013.866594

Okazaki, S. & Taylor, C.R. (2013). International Marketing Review., 30 (1), 56-71. DOI: 10.1108/02651331311298573.