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Principles of International Marketing Chapter 18 Global Promotional Strategies 9th Edition © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Planning Promotional Campaigns • • • • • • • Determine the target audience Determine specific campaign objectives Determine the budget Determine media strategy Determine the message Determine the campaign approach Determine campaign effectiveness © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Planning Promotional Campaigns • The target audience – Expectations of various audiences have to be researched to ensure the appropriateness of campaign decision making. – Some firms may sponsor events to boost its image with the government and the local community; one of the approaches available is cause-related marketing – Web site of microsoft and funds. – An important aspect of research is to determine multimarket target audience similarities. – Companies are engaging in corporate image advertising in support of their more traditional tactical product-specific and local advertising efforts. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Planning Promotional Campaigns • The target audience – An umbrella campaign may help multidivisional companies to either boost the image of lesser-known product lines or make the company itself be understood correctly or perceived more positively. – Companies may announce repositioning strategies through image campaigns to both external and internal constituents. – Costs may also be saved in engaging in global image campaigning, especially if the same campaign or core concepts can be used across borders. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Planning Promotional Campaigns • Campaign objectives – Can be divided into overall global and regional objectives as well as local objectives. – Objectives that are set at the local level are more specific and set measurable targets for individual markets. – Have to be measurable for control purposes. – Local objectives are developed as a combination of headquarters (global or regional) and country organization involvement. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Planning Promotional Campaigns • Budget – The promotional budget links established objectives with media, message, and control decisions. – Budgets can also be used as a control mechanism if headquarters retains final budget approval. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 18.2 - Budgeting Methods for Promotional Programs © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Planning Promotional Campaigns • Media strategy - The major factors determining the choice of the media vehicles to be used are: – The availability of media in a given market. – The product or service itself. – Media habits of the intended audience. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 18.4 - Restrictions on Advertisements for Specific Products in Selected European Countries © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Planning Promotional Campaigns • Global media – Media vehicles that have target audiences on at least three continents and for which the media buying takes place through a centralized office. – Advertising in global media is dominated by major consumer ad categories, particularly airlines, financial services, telecommunications, automobiles, and tobacco. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Planning Promotional Campaigns • Global media – In choosing global media, media buyers most importantly consider targetability, client-compatible editorial, and editorial quality. – The Internet provides the international marketer with a global medium. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Planning Promotional Campaigns • The promotional message – Executing an advertising campaign in multiple markets requires a balance between conveying the message and allowing for local nuances. – The localization of global ideas can be achieved by various tactics, such as adopting a modular approach, localizing international symbols, and using international advertising agencies. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Planning Promotional Campaigns • The promotional message – Marketers may develop multiple broadcast and print ads from which country organizations can choose the most appropriate for their operations. – Product-related regulations will also affect advertising messages. – The stage of economic development may vary and differentiate the message from one market to another. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Planning Promotional Campaigns • The campaign approach – What type of outside services to use • The choice of an agency will largely depend on the quality of coverage the agency will be able to give the multinational company. • The main concern arising from the use of mega-agencies is conflict. – How to establish decision-making authority for promotional efforts. • range from complete centralization to decentralization. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 18.10 - Coordinated Approach to Panregional Campaign Development © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 18.10 - Coordinated Approach to Panregional Campaign Development © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Planning Promotional Campaigns • Measurement of advertising effectiveness – Should range from pretesting of copy appeal and recognition, to post-testing of recognition, all the way to sales effects. – The measures most used are sales, awareness, recall, executive judgment, intention to buy, profitability, and coupon return, regardless of the medium used. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Other Promotional Elements • Personal selling – Most personal selling is done by the subsidiaries, with varying degrees of headquarters’ involvement. – If personal selling constitutes the primary thrust of the corporate promotional effort and the global customer groups can be identified, unified and coordinated sales practices may be called for. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Other Promotional Elements • Sales promotion – Used for promotion that does not fall under advertising, personal selling, or publicity. – The appeal is related to several factors: cost and clutter of media advertising, simpler targeting of customers compared with advertising, and easier tracking of promotional effectiveness. – For sales promotion to be effective, the campaign planned by manufacturers, or their agencies, must gain the support of the local retailer population. – Regulations make global sales promotions rare and difficult to launch. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit 18.11 - Regulations Regarding Premiums, Gifts, and Competitions in Selected Countries © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Other Promotional Elements • Public relations – Is the marketing communications function charged with executing programs to earn public understanding and acceptance. – Communication can be both internal and external. – Internal communication is important to create an appropriate corporate culture. – A basic part of most internal programs is the employee publication produced and edited by the company’s public relations or advertising department and provided in hard-copy and electronic formats. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Other Promotional Elements • Public relations – External public relations (also known as marketing public relations) is focused on the interactions with customers. – External campaigns can be achieved through the use of corporate symbols, corporate advertising, customer relations programs, and publicity. – Unanticipated developments in the marketplace can place the company in a position that requires reactive public relations, including anticipating and countering criticism. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Other Promotional Elements • Public relations – Crisis management is becoming more formalized in companies, and these policies should have— openness, preparedness, integrity, and clarity. – With interactive technology, consumers can find or initiate topics of interest on the Web and engage in online discussions that strongly affect their and others’ views; this new form of communication is called consumer-generated media (CGM). © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Other Promotional Elements • Public relations – The public relations function can be handled in-house or with the assistance of an agency. – The use and extent of public relations activity will vary by company and the type of activity needed. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Other Promotional Elements • Sponsorship marketing – Sponsorship involves the marketer’s investment in events or causes. – Sponsorship of events is driven by the desire to be associated with a worldwide event that has a positive image, global reach, and a proven strategic positioning of excellence. – An event may become embroiled in controversy, thus hurting the sponsors’ images as well. – Ambush marketing is the unauthorized use of an event without the permission of the event owner. © 2010 South-Western/Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.