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Chapter 13: A globally integrated marketing - Coggle Diagram
Chapter 13: A globally integrated marketing
1 The communication process
1.1 Individual interpersonal communications
1.3 Overcoming barries to communication
Sender duties
Awareness of barries
Empathy
Careful attention to nonverbal cues
Confirmation of the message
Receiver duties
Active listening
Seeking clarification of the message
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
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
Imaginations of employees
Energy
Orie-on-one relationship
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
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
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
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