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International Advertising
Introduction
• Integrated marketing communications (IMC) are
composed of advertising, sales promotions, trade
shows, personal selling, direct selling, and public
relations
• All these mutually reinforcing elements of the
marketing mix have as their common objective the
successful sale of a product or service
• For most companies, advertising and personal
selling are the major components in the marketing
communications mix
• The goal of most companies, large and small, is to
achieve the synergies possible when sales
promotions, public relations efforts, and advertising
are used in concert
Sales Promotions
in International Markets
• 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
• In markets with media limitations the
percentage of the promotional budget
allocated to sales promotions may have to be
increased
• Product sampling
International
Public Relations
• Public relations (PR) is creating good
relationships with the popular press and
other media
– To help companies communicate messages to
customers, the general public, and
governmental regulators
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Bridgestone/Firestone Tires safety recall
Global workplace standards
Building an international profile
Corporate sponsorships
International Advertising
• Function of advertising - Interpret or
translate the qualities of products and
services in terms of consumer needs,
wants, desires and aspirations.
• International advertising – emotional
appeals, symbols and persuasive
approaches should follow cultural
norms.
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
Advertising Strategy and
Goals
• Marketing problems
– Require careful marketing research
– Thoughtful and creative advertising
campaigns
• In country, regional, and global markets
• Increased need for more sophisticated
advertising strategies
• Balance between standardization of
advertising themes and customization
• Consumer cultures
Product Attributes
and Benefit Segmentation
• Different cultures usually agree on the benefit of
the primary function of a product or service
• Other features and psychological attributes of the
item can have significant differences
– Cameras
– Yogurt
– Almonds
• 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
Regional Segmentation
• Pan-European communications media
highlights need for more standardized
promotional efforts
• Costs savings with a common theme in
uniform promotional packaging and design
• Legal restrictions slowly being eliminated
Creative challenges -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
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Linguistic Limitations
• Language is one of the major barriers to
effective communication through advertising
• Translation challenges
• Low literacy in many countries
• Multiple languages within a country
• In-country testing with the target consumer
group avoids problems caused by linguistic
differences
Media Limitations
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
• Low-cost reproduction in small markets poses
a problem in many countries
Media Planning and Analysis –
Tactical considerations
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Availability
Cost
Coverage
Lack of market data
Newspapers
Magazines
Radio and TV
Direct mail
The internet
New social media
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
– http://www.forbes.com/sites/avidan/2013/12
/04/ten-great-agencies-of-2013/
International Control
of Advertising – Broader Issues
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Consumer criticism
Deceptive advertising
Decency and blatant use of sex
Self-regulation
Government regulations
Summary (1 of 2)
• An integrated marketing communications
(IMC) program includes coordination among
advertising, sales management, public
relations, sales promotions, and direct
marketing
• Currently companies are basing their
advertising strategies on national, subcultural,
demographic, or other market segments
• The major problem facing international
advertisers is designing the best messages for
each market served
Summary (2 of 2)
• The availability and quality of advertising
media vary substantially around the world
• Advances in communication technologies are
causing dramatic changes in the structure of
the international advertising and
communications industries
Questions
• What is integrated marketing?
• What kind of local market
characteristics affect the advertising
and promotion of products?
• What is an advantage and
disadvantage f using a local
advertising agency?