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International Advertising Management - Coggle Diagram
International Advertising Management
1.Establish International Advertising Objectives:
a. create brand and product awareness,
b. build or improve brand’s image,
c. increase sales/ market share,
d. persuade customers to try a product, provide information,
e. support other marketing efforts,
f. Encourage action.
2.Create an International Advertising Budget:
a. Percentage of sales
b. Match the competition
c. Arbitrary allocation
d. Objective and task
3.Choose an Advertising Agency:
a. Purchase media time or space
b. Research media availability or target audience preferences
c. Writing copy
d. Filming or printing the commercial or advertisement
e. Marketing materials: coupons, contests, sweepstakes, premium programs
f. Designing company logos, letterhead, signage
4.Oversee the Advertising Program :
a. Advertising objective
b. Advertising message
c. Message support (facts, research findings, endorsements)
5.Media Selection Factors:
a.traditional
b non-traditional
6.Assess Advertising Effectiveness
Behavioral :
3 store traffic
4 direct marketing responses
2 website visit
5 redemptions of marketing offers ( coupons, premiums, contest entries )
inquiries
6 sales by unit changes in sales volume
Attiudinal
3 recall of the advertisement
4 perceptions of position
2 brand recall
5 brand loyalty
1 brand recognition
6 brand equity