Chapter 13: A globally integrated marketing

1 The communication process

2. International Advertising Manageme

2.1 Establish international advertising objectives

Standard international advertising objectives are presented

  • Advertsising dangerous products is unethical
  • Provide information
  • Support other marketing efforts
  • Create brand and product awareness
  • Increase sales/ Market share
  • Persuade customers to try a product
  • Encourage action

2.2 Create an international advertising budget

Company leaders allocate funds to achieve marketing goals in various ways. The primary budgeting methods include

  • Arbitrary allocation
  • Match the competition
  • Percentage of sales
  • Objective and task

2.3 Choose an advertising
agency

Advertising Agency Decision
(pros and cons of each type)

External

  • Selection Criteria for international Advertising Agencies
  • Famillarity with the company or industry
  • Familiarity with local circumstances
  • Size of the agency
  • Relevant experience
  • No conflicts of interest
  • Creative ability
  • Services provided

In-House

  • Purchasing media time
    or space (media buyers)
  • Conducting market research regarding
    media availability or target audience preferences
  • Writing copy
  • Filming or printing the commercial or
    advertisement; additional marketingmaterials
    such as coupons, contests,sweepstakes,
    preparing and premium programs
  • Assisting in designing company
    logos, letterhead, and signage

2.4 Oversee The Advertising Program

Elements of a Creative Brief

  • Advertising objective
  • Target audience
  • Advertising message
  • Message support (facts, research,
    findings endorsements)
  • Constraints (legal restrictions)

Traditional Media Advertising

  • Teievision, radio
  • Magazines
  • Newspapers, billboard/outdoor
  • Direct mail

Nontraditional Media

Video game advertising, movie trailers, subway tunnels,in-flight airline magazines, carry-home and take-out bags, clothing bearing company names or logosmall signs, kiosks,posters

Internet, Social Media, and Digital Marketing

Facebook, Twitter, Google and Bing, Youtube, Instagram

2.5 Media seclection factors

Costs

  • Growing price (traditional media)
  • Increasing demand (tangible results)

Availability

  • Internet: Google, State-owned media

Coverage

  • Geographically disbursed
  • Infrasture
  • Special areas

2.6 Assess advertising effectiveness

Attitudinal effects

  • Brand recognition
  • Brand recall
  • Recall of the advertisement
  • Perceptions of position
  • Brand loyalty
  • Brand equity

Behavioral effects

  • Inquires
  • Website visits
  • 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.

3. Message design: Types of appeals

Rationality

Scarcity

Music

Fear

Emotions

Humor

3.1 Cultural paradoxes

  • The success paradox
  • Three often receive the most attention
  • The equality paradox
  • The dependence and freedom paradox

3.2 International advertising appeals

Masculinity/Femininity

Masculinity cultures Feminine cultures

Individualism/Collectivism

The language Visual elements

Uncertainty Avoidance

Long- or Short-Term Orientation

Featuring a scarcity appeal Stability and future generations

Power Distance

Higher-power-distance Lower-power-distance

4. Advertising executional frameworks

Cognitive message strategies

Affective message strategies

Conative message strategies

4.1 Traditional executional frameworks

Standard methods of sending messages to consumers

  • Fantasy
  • Slice-of lice
  • Dramatization
  • Testimonial
  • Auhtoritative
  • Demostration
  • Informative

4.2 International executional frameworks

Seven basic forms of advertising in global market

  • Special effects
  • Announcement
  • Lesson
  • Imagination
  • Entertainment
  • Association transfer
  • Drama

5. Alternative marketing programs

5.1 Buzz marketing

  • Sponsored consumers
  • Company or agency employees
  • Consumers who tell family and friends

5.2 Guerrilla marketing

Effective guerilla marketing

Orie-on-one relationship

  • Imaginations of employees
  • Energy

Identification of touch points, where customers

  • Drink
  • Eat
  • Shop
  • Socialize
  • Sleep

5.3 Product placements and branded entertainment

  • Movie presentations
  • Television programs

5.4 Life marketing( lifestyle marketing best matches with reaching Bottom-of-the-Pyramid customers. )

  • At shopping locations
  • Where they take part hobbies(A rock concert or hip-hop event)
  • At entertainment venues(Musical performances)

6. Ethical issue international advertising

Some of the most common objections include these

  • Advertsising increases prices
  • Advertsising overemphasizes materialism
  • Advertsising dangerous products is unethical
  • Advertsising perpetuates stereotypes
  • Advertsising unfairly focuses on children
  • Advertisements are often offensive

1.1 Individual interpersonal communications

1.3 Overcoming barries to communication

1.2 Barries to communication

Individual Differences

Situational Factors

  • Disrupt communication: anger,depression
  • Eye contact
  • Ethnocentrism
  • Stereotyping
  • Personal space

High- and Low-Context Cultures

  • The terms high- and low-context
  • Low-Contor : In advertising and marketing
  • High-context cultures: In advertising and marketing

Sender duties

Receiver duties

  • Awareness of barries
  • Empathy
  • Careful attention to nonverbal cues
  • Confirmation of the message
  • Active listening
  • Seeking clarification of the message

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Chapter 14 : International Sales Promotions and Public Relations

1. Sale promotion and the communication process

1.1 International sales promotion

Push and pull strategies

2. International Comsumer Promotion

  • Obtaining initial trial usage of a product by consumers
  • Increasing consumption of an existing brand
  • Building brand loyalty
  • Maintaining or building market share in mature markets
  • Preempting competitive efforts, including competitor consumer promotions
  • Supplementing advertising and personal selling activities

2.1 Coupons

Coupons

  • Allow consumers to save on the costs
  • Stimulate product trials
    Coupons past and present
  • In the past: places in newpapers; In Europearn, direct mail delivery; Many European retailers rely heavily on courier promotions
  • Nowadays: placed on retail store shelves; delivered at check-out counters; placed on popular social networking sites; sent via emai
    Mobile couponing
  • Scanned a QR coupon
  • Impacted by: availability; cost of technologies

2.2 Premiums

Type

  • Given free
  • Priced modestly
  • Under the guise of a shipping and handling fee
  • Gifts or prizes
    Using
  • International marketing
    Consumer trends
  • Enjoy receiving extra
    Costs incurred
  • Developing the prize or reward
  • Value of the premium to the product

2.3 Bonus packs

Type

  • A package for the same price
  • A bottle that is larger than the product's standard size
    Using
  • Entice consumers to stock up on a given item
  • Maintaining market share
    Costs incurred
  • Higher shipping costs
  • Bonus packs will be bulkier and heavier

2.8. Social media and consumer promotions

Social media and social networking sites is an important component of marketing strategy, most internet users visit and social networking sites regularly, Thus promoting products to consumers In use, the media and social networking sites are indispensable.

2.9 Legal issues of consumer promotion

The consumer promotion should not only be sensitive to the client country but also should not harm the product image and eventually the company image. Everycountry has a legal body which approves the product and the consumer promotion advertisements before they are viewed by the masses

2.10 Types of consumer and international consumer promotions

Divided into four groups

  • Promotion-prone consumers
  • Price- sensitive consumers
  • Brand-loyal consumers
  • Preferred-brand consumers

2.11 Consumer promotions and bottom-of-the-pyramid consumers

Promotions that leave a small profit margin are an effective method for encouraging bottom-of-the-pyramid consumers

3 International trade promotion

  • Trade show: Set up a business theater; Briefing zones; Booth tour; Self guided tours
  • Trade allowances -> often combined to include a series of functions: off-invoice allowances; bill-back programs; slotting fees and slotting allowances; display allowances
  • Copperative advertising
  • Trade contests
  • Training programs
  • Point of purchase materials
  • Challenges

3.1 International sales promotions

Campaign Management

  • Factors affecting: Technology, Geographical area
    Consumer Promotions
  • Target: create consumer awareness
  • Use coupons:enticing initial purchases; matching competitive offers; generating brand switching; seeking to create some stockpiling of the product by consumers
  • Sampling programs: entice people to try products
  • Create a new look for the product
    Trade promotions
  • Trade show participation
  • Trade allowances
  • Cooperative advertising programs
  • Point-of-purchase materials

4. International Public Relations

4.1 Channel members

  • Public relations releases
  • Correspondence with shareholders
  • Company newsletters
  • Annual reports
  • The public relations section of the organization's website
  • Special messages and special events.

4.1.1 External stakeholders

  • Customers
  • Unions
  • Local community
  • Shareholders
  • Financial Community
  • Government Special
  • Interest Groups Media

4.2 Addressing negative publicity and events

  • Crisis Management
  • Apology Strategies
  • Partiai Guilt

5. Positive publicity and image-enhancing events.

  • Sponsorships
  • Event marketing
  • Cause-related marketing
  • Green marketing and sustainability

5.1 Social media and public relations

Large organizations

  • Monitor bloggers
  • Others engaged in social media connections
    Internet interventions involve
  • Identifying false statements
  • Responding to the allegations

5.2 Marketing implications

The public relations team

  • Press releases
  • Via social medlia outlets
    Marketing programs
  • Positive publicity
  • Image-enhancing
  • The goals: inform; persuad; remind the public
    Public relations eleases adjusted according to
  • Language
  • Culture
  • Legal
  • Political systems
  • Economic conditions
  • Infrastructure

2.4 Contests and Sweepstakes

Contests are promotions with game-like qualities that rely on a consumer's skill at some activity.
Sweepstakes rely on chance drawings of consumer names in order to select the winner of a promotion.

2.5 Rebates

Rebates require consumers to mail a form or certificate to a marketer along with a receipt or proof of purchase in order to receive money back from the manufacturer or retail outlet which tend to be effective methods for generating consumer attention and interest.

2.6 Price-off promotions

  • Present the consumer with an immediate price break
  • Widely used in international marketing
  • Consumer responses to price-off promotions tend to bes generally favorable

2.7 Sampling

A consumer is able to try a product free in a sampling program
Help to stimulate consumer intersest in a product as it reduces purchase risk

  • Effective at boosting short-term sales
  • Can be coupled with other consumer promtions