Matakuliah : J0474 International Marketing
Tahun
: 2009
Integrated Marketing Communications
and International Advertising
Chapter 21
Learning Outcome
• Sales Promotions in International Markets.
• International Public Relations
• International Advertising
• Advertising Strategy and Goals
•The Message : Creative Challenges.
• Media Planning and Analysis.
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Sales Promotions in International Markets
Integrated Marketing Communication (IMC)
are composed of advertising, sales promotions, trade shows,
personal selling, direct selling and public relations
Sales promotions are marketing activities that stimulate
consumer purchases and improve retailer or
middlemen effectiveness and cooperation.
Cents off, in-store demonstrations, samples, coupons, gifts,
product tie-ins, sweepstakes, and point of purchase displays
are types of sales promotion devices designed to supplement advertising
and personal selling in the promotional mix.
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International Public Relations
Creating good relationships with the popular press and other media
to help companies communicate messages to their publicscustomers, the general public and governmental regulatorsis the role of public relations (PR)
The job of PR consist of not only
encouraging the press to cover
positive stories about
companies, but also managing
unfavorable rumors, and events.
Corporate sponsorship
might be classified as an
aspect of PR, although
their connections to
advertising are also
manifest.
The tobacco companies have
been particularly creative at
using sports events
sponsorships
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International Advertising
Advertising’s function is to interpret or translate the qualities of products
and services in term of consumer needs, wants desires, and aspirations,
the emotional appeals, symbols, persuasive approaches and the other
characteristics of an advertisement must coincide with cultural norms if
the ad is to be effective.
internet
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International Advertising
Reconciling an international advertising campaign with the cultural uniqueness of
markets is the challenge confronting the international or global marketer.
The basic framework and concepts of international advertising are essentially
the same wherever employed.
Seven steps are involved :
1.
2.
Perform marketing research.
Specify the goals of
the communication.
3. Develop the most effective
message for the market
segments selected
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4. Select effective media
5. Compose and secure a budget.
6. Execute the campaign.
7. Evaluate the campaign relative
to the goals specified.
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Advertising Strategy and Goals
The goals of advertising
Chinese
manufacturers are
establishing new
brands as their
economy expands
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Product Attribute and
Benefit Segmentation
Unilever is
introducing a new
product line
extension, Dove
shampoo, in East
Asian markets.
Regional Segmentation
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The Message :
Creative Challenges
Linguistic
Limitations
Legal
Constraints
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Media
Limitations
Cultural
Diversity
Production
And
Cost
Limitations
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Summary
• An integrated marketing communications (IMC) program includes
coordination among advertising, sales management, public relation,
sales promotions and direct marketing.
• Global marketers face unique legal, language, media, and
production limitations in every market. These must be considered
when designing an IMC program.
• The major problem facing international advertisers is designing the
best messages for each market served.
• Advances in communication technologies ( particularly the internet)
are causing dramatic changes in the structure of the international
advertising and communications industries.
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