Professional Documents
Culture Documents
15th edition
Chapter 16
Integrated Marketing
Communications
and International Advertising
Introduction
16
Sales Promotions
in International Markets
16
Sales promotions
Marketing activities that stimulate consumer
purchases and improve retailer or middlemen
effectiveness and cooperation
Short-term efforts directed to the consumer or
retailer to achieve specific objectives
International
Public Relations
16
International Advertising
1. Perform marketing research
2. Specify the goals of the communication
3. Develop the most effective message(s) for the
market segments selected
4. Select effective media
5. Compose and secure a budget
6. Execute the campaign
7. Evaluate the campaign relative to the goals
specified
Roy Philip
16
16
Marketing problems
Require careful marketing research
Thoughtful and creative advertising campaigns
In country, regional, and global markets
Product Attributes
and Benefit Segmentation
16
Blue Diamond
Assumes that no two markets will react the same
Each has its own set of differences
Each will require a different marketing approach
and strategy
Roy Philip
Regional Segmentation
16
Roy Philip
Legal Constraints
Comparative advertising
Advertising of specific products
Control of advertising on television
Accessibility to broadcast media
Limitations on length and number of
commercials
Internet services
Special taxes that apply to advertising
Roy Philip
16
Linguistic Limitations
16
Roy Philip
10
Media Limitations
16
and Production and Cost Limitations
Media limitations may diminish the role of
advertising in the promotional program
Examples of production limitations:
Poor-quality printing
Lack of high-grade paper
Roy Philip
11
Campaign Execution
and Advertising Agencies
Managed by advertising agencies
Local domestic agency
Company-owned agency
Multinational agency with local branches
Compensation
Commonly 15 percent throughout the world
Some companies moving to reward-by-results
Roy Philip
12
16
International Control
of Advertising Broader Issues
Consumer criticism
Deceptive advertising
Decency and blatant use of sex
Self-regulation
Government regulations
Roy Philip
13
16
Summary (1 of 2)
16
14
Summary (2 of 2)
16
Roy Philip
15