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International marketing communication : possibilities and limitations - Companies that decide to implement an international marketing communication strategy (i.e. standardization, adaptation or a combination of these) have to consider carefully the differences that may occur between countries and/or between cultures. First of all, most countries have different national advertising laws, ranging from liberal to very restrictive. For some product categories, every country has specific advertising rules. Secondly, not all countries are in the same stage of economic development. The use of the media for example is often determined by the stage of the economic development of a country. There is also the advertising industry environment, which may differ considerably from one country to another. A third difference is the variation of media landscape between countries. Consequently, international media planning is more complex than national or local media planning. An international advertiser can make use of national and/or international media. Language is one of the most important reasons why media do or do not operate across national boundaries. Finally, there are the numerous cultural differences, which are probably the most important ones. However, these differences are also the less visible. Cultures can be distinguished on the basis of several cultural concepts. Especially the values which constitute the heart of a culture are important here. Thus, before starting an international marketing communication strategy, a company should fathom the international market. The results of this market research will indicate whether the company should choose a standardized or an adapted international strategy, or a combination of these strategies. Indeed, the choice between both strategies is not necessarily absolute but depends for instance on the product category which one advertises. In fact, most marketers will choose to operate at some point on a continuum of degrees of advertising standardization. Market segmentation has to make clear which markets or target groups are best-suited for a standardized strategy. Well-known criteria for the segmentation of (international) consumers are socio¬ demographic variables, lifestyle and values. As a result of some important shortcomings of sociodemographic and lifestyle segmentation, more and more attention is given to value segmentation.
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How to Cite: Goetvinck, E. (1996) “Internationale marketingcommunicatie: mogelijkheden en beperkingen”, Tijdschrift voor Sociale Wetenschappen. 41(1). doi: https://doi.org/10.21825/tvsw.95223