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Integrated Marketing Communications and International Advertising - Coggle…
Integrated Marketing Communications and International Advertising
Sales Promotions in International Markets
Directed toward consumer or retailer
Stimulate consumer purchases
improve retailer or middlemen effectiveness, cooperation
Local adaptation crucial
Specific Objectives
Gaining retail point-of-purchase display
Encouraging stores to stock product
Consumer product trial or immediate purchase
International PR
The Role of Public Relations (PR)
Create good relationships with press and media
Obtain corporate sponsorships
Manage unfavorable rumors, stories, and events
Effective PR benefits communication with public
Customers, the general public, and government regulator
International Advertising
Culture and Advertising
International ad must coincide with cultural norms
Purpose of an ad
Consumer response to ads impacted by
: Culture, style, feelings, value systems, attitudes, beliefs,
perceptions
Steps for International Advertising
Perform marketing research
Specify the goals of communication
Develop the most effective message for the market
segments selected
Select effective media
Compose and secure budget based on what is required to
meet goals
Execute the campaign
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Advertising Strategy and Goals
Strategies for Advertising
Standardization versus customization
Market segmentation strategies
Increasing need for more sophisticated strategies
Product Attribute and Benefit Segmentation
Cultures may seek same primary function
Cultures often perceive other features differently
Market offering a bundle of satisfactions buyer receives
Regional Segmentation
Standardization becoming more possible in Europe
Companies with pan-European promotions strive for harmony in brand names and advertising
The Message: Creative Challenges
Components of Communication Process
Receiver.
A message channel.
Encoding.
Noise.
An information source.
Decoding.
Promotional Misfires
Decoding error
Generally caused by a poorly encoded message
Feedback
Proper feedback system (ad testing) allows company to correct
errors before substantial damage occurs
Encoding error
• Symbols used may send unintended message
Media channel used can cause issue
Noise.
Compromises all external influences: competitive advertising,
sales personnel, confusion on receiving end
Legal Constraints
Advertisement of specific products
Comparative advertising
Television advertisements
Special advertising taxes
Linguistic Limitations
Different languages or dialects within same country
Translation efforts often insufficient
Different languages of different countries
Literacy levels vary by country
Cultural Diversity
Perception based on tradition and heritage
Subcultures within countries also require attention
Language and culture interrelated
Media Limitations
Challenges marketer’s creativity
Diminishes role of advertising in promotional program
Production and Cost Limitations
Budget and access to materials impact choice of media
Necessity for low-cost reproduction in small markets
Media Planning and Analysis
The Communications Revolution
Tactical Considerations
• Cost
Coverage
Availability
• Lack of market data
TYPE OF MEDIA
Magazines
Satellite TV
Radio and television
Newspapers
Social media
Mobile phone applications
Campaign Execution and Advertising Agencies
Advertising Agencies
Local domestic agencies
Multinational agency with local branches
Manage development and execution of ad campaigns
International Control of Advertising:
Broader Issues
Consumer Criticisms
Non-European countries view ads as entertaining and
good sources of information
Concerns about certain products and industries, use of sex
appeal and decency in ads, advertisements to children
Europeans skeptic of advertising; view it as nonreliable
Regulation
Self-regulation versus government regulation