International Advertising ADV 301
Personal Reflection Assessment
Victoria luxford

Personal Reflection Assessment –International Advertising
Q1
Out line your top five key leanings that you have derived from undertaking ADV 301 International Advertising
From the subject International I have obtained an array of new understandings in to not only advertising but other information that will become useful in my degree major marketing.
1) I discovered the differences between domestic and international advertising and how as a advertiser you need to be conscious of this when designing a campaign . Domestic | International | * More target specific * Differing media mediums * Local slang | * Languages * Symbols * Body language * Differing media mediums * Laws and regulations * Demographics |
(Lecture 1 ADV 301)

2)When advertising internationally you must take on a series of factors when deciding to either standardize or change the advertisement . Factors such as the environmental factors : * Economic environment * Political environment * Legal/regulatory environment * Socio-cultural environment * Technological environment
Are extremely important and must be taken into consideration in order fot the given advertisement or campaign to be successful.

3) Value= Total Benefit eg. Social acceptance Total Costs eg. Travel, time involved, parking fees, cost of product, opportunity and psychological
4) Advertising Research is : * Lifestyle Studies * Concept testing * Message pre and post testing * Determining the most appropriate media and vehicle
5) As a advertiser when advertising a campaign you must decide how frequently or infrequently to advertise . This can be done through three methods: * Continuous campaign * Pulsing campaign * Flighting campaign

Q2) Comment on your understanding of international advertising discipline prior to undertaking the subject. Please detail what you have learned in relation to the subject objectives/learning outcomes. How has this subject helped in your overall understanding of promotion by businesses more fully?
Before commencing the subject International Advertising I was not as aware of the major differences between international and domestic advertising. Since my major is marketing for the Bachelor of business degree I have had only to undertake the bare minimum of advertising subjects.
This subject has helped me in understanding promotion of businesses as it has highlighted to me the importance of understanding a culture before advertising in it. There are some many key factors, which can result in the successfulness of the given advertisement. For example colors can have very different meanings in different countries eg China and Australia. This is why it is imperative that as advertisers we understand individuals and local cultural values and then deliberately reflect on them in the execution of marketing communication messages to develop more effective and persuasive marketing communication tools . This has then identified to me the strategic role of international advertising which is that the difference between cultures is so vast that standardization is not possible and that standardization results in lost competitive advantage and lowers sales.
Within the international advertising mix : * Product * Price * Placement * Promotion
Each of this points will differ dependent if the advertisement is standardized globally or localized to that particular country from factors such as economics, politics , geographic, ethics etc. This will then complement factors such as language barriers, which also come into the advertising campaign design.

Q3)To what extent has your cultural background, work experience and overseas travel impacted on your understanding of the importance of culture in developing advertising strategy? Due to my overseas travel from when I was a child I have been able to grasp the importance of culture in developing an advertising strategy. From when I lived overseas the language barrier and local slang barrier where two main areas where the advertising strategy must adapt to each country. Even if the product is quite basic eg a can of coca cola ,there still must some partial adaption: * One basic form adapted to local markets * Within one form different adverts made for each country * Cultural values reflected
Another point to note would be the in collectivistic cultures such as China and Korea , appeals focusing on in-group benefits, harmony and family are more effective ,whereas in individualistic cultures like the United States, advertising that appeals to individual benefits and preferences, personal success and independence is more effective. This points for me have made me realized the importance of adaption to different cultures in order to be effective and for the advertising strategy to be successful.
Q4)Your Advertising Plan and Presentation
Observations about peer contributions to your group’s international advertising plan and presentation preparations . Comment on each of your teams contribution to the major group assignment
Comment about what is a weak aspect and where the international advertising plan and presentation could be improved
What you have learned about your strengths an weaknesses?
What you have learned as a member of the team?
What would you do differently as a result of the team experience?
How do you think you can apply the leanings from this group project experience to your working life ? As a whole I felt that I greatly benefitted from the main group assignment , I thought the assessment was interesting and I learnt new concepts about advertising. My group each put in an equal share of work for the assignment and each person was more than willing to help the other person out if need be. As each of us come from different majors (PR, Advertising and Marketing) it was good to hear and view ideas from a different perspective .
Chris- Chris coming from an advertising major was able to help the rest of us out when need be about specific advertising queries, it was good to have is prior knowledge so our group did not get behind. Chris was happy to stay behind and do extra work outside of class so that the assignment was done with plenty of time to practice
Ciara- Ciara has a excellent way of writing coming from a PR background , her section was easy to understand and gave everyone in the group a good understanding of the section that she had completed.
Allie- Allie was a real leader within the group she collaborated the assignment onto prezi and took the initiative to do things herself when really we could have done it all together. She was very organized and undertook the assignment with a positive and creative attitude.
Mahalia – Mahalia was a great group member she was diligent and proceeded to always get the work done on time . She had some great ideas and was great at finding research relevant for out assignment.
I thought the weak spot of our assignment was that we spent to much time researching and were unable to run through the assignment enough . I felt no of us were able to do the presentation without notes as we did not get a grasp of what we were actually delegated to say . Thus making it not look as smooth and confident.
I have learned from this assignment that my stengths would be : * Research * Easy to get along with in a group environment * Taking initiative where need be
Whereas my weaknesses would have been : * Creativity for designing advertisement * Presenting
I have learned from being a member of this team that it is a advantage to have different people from different majors as you can get a different perspective on different ideas which can result in coming up with something very unique .
Now looking back at the process of doing the assignment together I think we should have asked the lecturer more questions so that our presentation could have been more clear, rather than not asking enough and getting confused with different concepts.
What I have learned from doing this group project is the importance of different cultures around the world, you may have a great idea and campaign but unless you are willing to change and localize it , then you will not succeed.