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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
16-8
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
16-9
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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
16-11
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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
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