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Chapter 13: A globally integrated marketing, Increase sales/ Market share,…
Chapter 13: A globally integrated marketing
1 The communication process
1.1 Individual interpersonal communications
1.3 Overcoming barries to communication
Sender duties
Empathy
Careful attention to nonverbal cues
Awareness of barries
Confirmation of the message
Receiver duties
Active listening
Seeking clarification of the message
1.2 Barries to communication
2. International Advertising Manageme
2.4 Oversee The Advertising Program
Elements of a Creative Brief
Target audience
Advertising objective
Advertising message
Message support (facts, research. findings endorsements)
Constraints (legal restrictions)
Traditional Media Advertising
Magazines
Teievision, radio
Newspapers, billboard/outdoor
Direct mail
Nontraditional Media
In-flight airline magazines
Carry-home and take-out bag
Subway tunnels
Clothing bearing company names or logos
Movie trailers
Mall signs
Video game advertising
Kiosks
Posters
Internet, Social Media, and Digital Marketing
Google and Bing
Youtube
Twitter
Instagram
Facebook
2.3 Choose an advertising agency
Advertising Agency Decision (pros and cons of each type)
In-House
Conducting market research regarding media availability or target audience preferences
Writing copy
Purchasing media time or space (media buyers)
Filming or printing the commercial or advertisement; additional marketing materials such as coupons, contests, sweepstakes, preparing and premium programs
Assisting in designing company logos, letterhead, and signage
External
Selection Criteria for international Advertising Agencies
Familiarity with local circumstances
No conflicts of interest
Famillarity with the company or industry
Creative ability
Size of the agency
Services provided
Relevant experience
Chemistry with the client
2.1 Establish international advertising objectives
Standard international advertising objectives are presented
Support other marketing efforts
Create brand and product awareness
Provide information
Advertsising dangerous products is unethical
2.2 Create an international advertising budget
Company leaders allocate funds to achieve marketing goals in various ways. The primary budgeting methods include
Match the competition
Percentage of sales
Arbitrary allocation
Objective and task
2.5 Media selection factors
Cost
Growing price (traditional media)
Increasing demand (tangible results)
Availability
Internet
Google
State-owned media
Coverage
Geographically disbursed
Infrastructure
Special areas
2.6 Assess advertising effectiveness
A continuos format
A pulsating format
A discontinuos format
Attitudinal effects
Brand recognition
Brand recall
Recall of the advertisement
Perceptions of postion
Brand loyalty
Brand equity
Behavioral effects
Inquires
Website visit
Store traffic
Direct marketing responses
Redernptions of marketing offers (coupons, premiums, contest entries)
Sales by unit changes in sale volume
2.7 Standardization or Adaption
Standardization of messages as media usage becomes more widely available
Standardized messages are designed when products are adapted, products may be adapted to local, yet marketing messages remain consistent
2.8 International Law and Globally Integrated Marketing Communications
Many differences pertaining to advertising and international promotion activities are present across country borders
Most marketers prefer some degree of self-regulation over government invention so many self-regulatory bodies exist
Message design: Types of appeals
Humor
Music
Fear
Rationality
Emotions
Scarcity
3.1 Cultural paradoxes
Three often receive the most attention
The equality paradox
The success paradox
The dependence and freedom paradox
3.2 International advertising appeals
Power Distance
Lower-power-distance
Higher-power-distance
Individualism/Collectivism
The language
Visual elements
Masculinity/Femininity
Masculinity cultures
Feminine cultures
Uncertainty Avoidance
Long- or Short-Term Orientation
Featuring a scarcity appeal
Stability and future generations
Advertising executional frameworks
Cognitive message strategies
Affective message strategies
Conative message strategies
4.1 Traditional executional frameworks
Standard methods of sending messages to consumers
Informative
Slice-of lice
Demonstration
Dramatization
Authoritative
Testimonial
Animation
Fantasy
4.2 International executional frameworks
Seven basic forms of advertising in global market
Announcement
Lesson
Entertainment
Association transfer
Imagination
Special effects
Alternative marketing programs
5.1 Buzz marketing
Consumers who tell family and friends
Company or agency employees
Sponsored consumers
5.2 Guerrilla marketing
Effective guerilla marketing
Imaginations of employees
Energy
Orie-on-one relationship
Identification of touch points, where customers
Shop
Socialize
Drink
Eat
Sleep
5.4 Life marketing( lifestyle marketing best matches with reaching Bottom-of-the-Pyramid customers. )
Where they take part hobbies(A rock concert or hip-hop event)
At entertainment venues(Musical performances)
At shopping locations
5.3 Product placements and branded entertainment
Movie presentations
Television programs
Ethical issue international advertising
Some of the most common objections include these
Advertsising overemphasizes materialism
Advertsising perpetuates stereotypes
Advertsising increases prices
Advertsising unfairly focuses pn children
Advertisements are often offensive
Advertsising dangerous products is unethical
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