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International Marketing15thedition

Philip R. Cateora, Mary C. Gilly, and John L. GrahamMcGraw-Hill/Irwin Copyright 2011 by The McGraw-Hill Companies, Inc !ll rights reser"e#

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Introduction

Integrated marketing communications IMC! arecomposed o" ad#ertising, sales promotions, trade sho$s,personal selling, direct selling, and pu%lic relations

&ll these mutually rein"orcing elements o" the marketingmi' ha#e as their common o%(ecti#e the success"ul sale o"a product or ser#ice

)or most companies, ad#ertising and personal selling arethe ma(or components in the marketing communicationsmi'

*he goal o" most companies, large and small, is to achie#ethe synergies possi%le $hen sales promotions, pu%licrelations e""orts, and ad#ertising are used in concert

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Overview

+ales promotions in international markets

International pu%lic relations

International ad#ertising

&d#ertising strategy and goals *he message creati#e challenges

Media planning and analysis

Campaign e'ecuti#es and ad#ertising agencies International control o" ad#ertising %roader

issues

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Global PerspectiveBarbie Versus Mulan

Integrated marketing communications IMC!&d#ertising

+ales promotions

*rade sho$s Personal selling

-irect selling

Pu%lic relations

%(ecti#e success"ul sale o" a product or ser#ice aila%ility o" appropriate communication

channels can determine entry decisions

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Sales Promotionsin International Markets

+ales promotions Marketing acti#ities that stimulate consumer

purchases and impro#e retailer or middlemene""ecti#eness and cooperation

+hort/term e""orts directed to the consumer orretailer to achie#e speci"ic o%(ecti#es

In markets $ith media limitations the

percentage o" the promotional %udget allocatedto sales promotions may ha#e to %e increased

Product sampling

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InternationalPublic Relations

Pu%lic relations PR!is creating goodrelationships $ith the popular press and othermedia

*o help companies communicate messages tocustomers, the general pu%lic, and go#ernmentalregulators

0ridgestone)irestone *ires sa"ety recall

Glo%al $orkplace standards 0uilding an international pro"ile

Corporate sponsorships

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International Advertising

1. Per"orm marketing research

2. +peci"y the goals o" the communication

3. -e#elop the most e""ecti#e messages! "or the

market segments selected4. +elect e""ecti#e media

5. Compose and secure a %udget

. 6'ecute the campaign7. 6#aluate the campaign relati#e to the goals

speci"ied

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Top ! Global Advertisers"# millions$

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Exhibit 16.1

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T A G S

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Top %!! A vert sers G o a Spen ng

"# millions$

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Exhibit 16.2

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Russia&s Top Ten Advertisers"# millions$

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Exhibit 16.3a

16-10

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'(ina&s Top Ten Advertisers"# millions$

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Exhibit 16.3b

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Advertising Strateg) and Goals

Marketing pro%lems Re8uire care"ul marketing research

*hought"ul and creati#e ad#ertising campaigns

In country, regional, and glo%al markets Increased need "or more sophisticated

ad#ertising strategies

0alance %et$een standardi9ation o" ad#ertisingthemes and customi9ation

Consumer cultures

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Product Attributesand Bene*it Segmentation

-i""erent cultures usually agree on the %ene"it o" theprimary"unction o" a product or ser#ice

ther "eatures and psychological attri%utes o" theitem can ha#e signi"icant di""erences

Cameras :ogurt &lmonds

0lue -iamond

&ssumes that no t$o markets $ill react the same 6ach has its o$n set o" di""erences 6ach $ill re8uire a di""erent marketing approach

and strategy

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Regional Segmentation

Pan/6uropean communications media highlightsneed "or more standardi9ed promotional e""orts

Costs sa#ings $ith a common theme in uni"orm

promotional packaging and design Legal restrictions slo$ly %eing eliminated

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Global Advertisingand t(e 'ommunications Process

I" not properly considered, di""erent culturalconte'ts can increase the pro%a%ility o"misunderstandings

6""ecti#e communication -emands the e'istence o" a ;psychological

o#erlap< %et$een the sender and the recei#er

It can ne#er %e assumed that ;i" it sells $ell in

one country, it $ill sell in another