Global Trade Management
International Advertising,
Public Relations,
Trade Missions/Shows
World Trade Practices
Chapter 19
International Advertising
Modifications to domestic
Advertising
Modifications to marketing
materials
Direct international
advertising
Placing international
advertising
International Ad copy
Cooperative advertising
2
WTP-Chris Schrage
Guidelines
Co
Co--op rate
Match requirement
Allowable expenses
Claim process
3
WTP-Chris Schrage
College of Business, University of Northern Iowa
1
Global Trade Management
International Public Relations
Meet with international editorial
staff
Plan public relations events
Press releases
Global consistency
Dealing with problems
Editorial vs. advertising staff
4
WTP-Chris Schrage
ONE VOICE, ONE
IMAGE… ONE BRAND
Anheuser--Busch
Anheuser
Brand Development Basics
Motivated
People
& Partners
New Brands
Quality Control
Right
Right
Product Distribution
Right
Profit
Right
Image
Promotion
Advertising
Packaging
Revenue
& Cost
Management
6
WTP-Chris Schrage
College of Business, University of Northern Iowa
2
Global Trade Management
Brand success
Establish Global Brand Guidelines
Help international reps
– Advertising goals
– PR goals
Ed Farley, VP International Marketing
Anheuser-Busch
7
WTP-Chris Schrage
Anheuser--Busch
Anheuser
Global Advertising Strategy
– Contemporary Relevance
•
•
SPEAKS TO “Consumer’s Heart”
Knows my languagelanguage- relevant to my
lifestyle
– Brand Quality
•
•
SPEAKS TO “Consumer’s Head”
Value perception
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WTP-Chris Schrage
For Global Positioning
Miller Time is the “MILLER WAY”
Rooted in the “urban cool” mindset
Globalmiller.com website
9
WTP-Chris Schrage
College of Business, University of Northern Iowa
3
Global Trade Management
Trade Missions~Trade Shows
Which is best???
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WTP-Chris Schrage
Trade Mission
Vertical
Participate
– Industry specific
– New market entry
– Support existing
activities
– Networking
– Just entering
international
business
Horizontal
– Region specific
Why participate?
– Exposure
– Cost savings
– Hands
Hands--on learning
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WTP-Chris Schrage
Deciding on a Trade Mission
Right mission
– Right time
Cost
Right show
Last minute
opportunities
12
WTP-Chris Schrage
College of Business, University of Northern Iowa
4
Global Trade Management
International Trade Shows
Held domestically or internationally
Some are ongoing
– Brazil
Brazil-- computers
Attendance
– Exhibitor
– Visitor
Vertical
Horizontal
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WTP-Chris Schrage
Trade Show Tips
Plan ahead
Pavilions
Language issues
Visual Aids
– EXTREMELY
IMPORTANT
Marketing Materials
Potential buyer database
Business cards
Pricing
Follow--up data
Follow
ATA Carnets
– Passport for display items
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WTP-Chris Schrage
Materials
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WTP-Chris Schrage
College of Business, University of Northern Iowa
5