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1、Integrated Marketing Communications and International AdvertisingChapter 12Chapter Learning Objectives1. Local market characteristics that affect theadvertising and promotion of products2. The strengths and weaknesses of salespromotion and public relations in globalmarketing3. When global advertisin
2、g is most effective; when modified advertising is necessaryChapter Learning Objectives4. The effects of a single European market onadvertising5. The communication process and advertisingmisfires6. The effect of limited media, excessive media,paper and equipment shortages, andgovernment regulations o
3、n advertising andpromotion budgetsIntroductionOnce a market offering is developed to meet target market needs, intended customers must be informed of the offeringIntegrated marketing communications (IMC) comprises: advertising sales promotions personal selling direct selling, and public relations Al
4、l these mutually reinforcing elements of the promotional mix have as their common objective as the successful sale of a product or serviceSales Promotions in International MarketsCents-off In-Store Demonstrations Samples Coupons GiftsSales promotions are marketing activities that stimulate consumer
5、purchases and improve retailer or middlemen effectiveness and cooperationExamples of sales promotion include:Sales promotions are short-term efforts directed to the consumer or retailer to achieve such specific objectives as consumer- product trial or immediate purchase6.Product Tie-Ins 7.Contests 8
6、.Sweepstakes 9.Sponsorship of Special Events, 10.Point-Of-Purchase Displays International Public RelationsThe job consists of not only encouraging the press to cover positive stories about companies, but also of managing unfavorable rumors, stories, and eventsCreating good relationships with the pop
7、ular press and other media to help companies communicate messages to their publicscustomers, the general public, and governmental regulatorsis the role of public relations (PR)International AdvertisingDecisions involving advertising are those most often affected by cultural differences among country
8、 markets Consumers respond in terms of their culture, its style, feelings, value systems, attitudes, beliefs, and perceptions Advertisings function is to interpret the qualities of products in terms of consumer needs, wants, desires, and aspirations, the emotional appeals, symbols, and persuasive ap
9、proachesReconciling an international advertising campaign with the cultural uniqueness of markets is the challenge confronting the international or global marketerInternational Advertising (Contd.) Perform marketing research Specify the goals of the communication Develop the most effective message(s
10、) for the market segments selected Select effective media Compose and secure a budget Execute the campaign, and Evaluate the campaign relative to the goals specifiedThe basic framework and concepts of international advertising include the following seven steps:Global Advertising and the Communicatio
11、ns ProcessAn information source. An international marketing executive with a product message to communicate Encoding. The message from the source converted into effective symbolism for transmission to a receiver A message channel. The sales force and/or advertising media that convey the encoded mess
12、age to the intended receiver Decoding. The interpretation by the receiver of the symbolism transmitted from the information source Receiver. Consumer action by those who receive the message and are the target for the thought transmitted Feedback. Information about the effectiveness of the message th
13、at flows from the receiver (the intended target) back to the information source for evaluation of the effectiveness of the process Noise. Uncontrollable and unpredictable influences such as competitive activities and confusion that detract from the process and affect any or all of the other six step
14、sThe international communications process consists of the following seven steps:Legal ConstraintsAdvertising campaigns must comply with legal regulations around the world Comparative advertising is heavily regulated in other parts of the world A variety of restrictions on advertising of pharmaceutic
15、als is restricted in many countries Advertising on television is strictly controlled in many countries, e.g., in Germany, for example, commercials must be spaced at least 20 minutes apart and total ad time may not exceed 12 minutes per hour. Commercial stations in the United Kingdom are limited to 7
16、 minutes per hourLinguistic Limitations Advertising from culture does not often translate well in another culture due to differences in languages and dialects For example, Chrysler Corporation translated its U.S. theme that advertised “Dart Is Power.” To the Spanish, the phrase implied that buyers sought but lacked sexual vigor The Bacardi wanted to sell the drink in Germany called Pava
