International Publicity, Public
Relations, and Sales
Promotion Strategies
Dana-Nicoleta Lascu
Chapter 14
Copyright Atomic Dog Publishing, 2002
Chapter Objectives
• Provide an overview of international publicity and the
public relations activities that can be used to influence
it
• Describe the different approaches to international
consumer sales promotion and the activities involved
• Describe the different approaches to international
trade promotion and the different activities involved
Copyright Atomic Dog Publishing, 2002
International Publicity
A communication about a
company and/or the
company’s products that the
company does not pay for.
Can be negative or positive
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International Publicity, continued
• Publicity includes



Print articles
Broadcast messages
Word-of-mouth communication about the company
and/or its products
• The company could attempt to influence
publicity through public relations
Copyright Atomic Dog Publishing, 2002
International Publicity, continued
• Negative publicity can be harmful to the
company; the company needs to address it
promptly
• Positive publicity is difficult to come by, but very
valuable


High impact on consumer purchase decisions
Due to its independent nature, it is considered more
credible than any other component of the promotional
mix
Copyright Atomic Dog Publishing, 2002
International Public Relations
A concerted effort on the part of a company to
generate good will among publics (community,
government, consumers, employees, and among
others) that are essential to the company.
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International Public Relations Efforts
• News releases
• Letters
• Company publications
• Event sponsorship and presence
• Corporate advertising
• Image advertising
• Advocacy advertising
• Public appearances
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Consumer Sales Promotion
• Point of Sale
Displays
• Free Samples
• Coupons
• Gifts
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• Sweepstakes
• Contests
Adaptation of International Consumer
Sales Promotion
• Global Campaigns


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Requires a priori feedback from local markets
Rarely attempted in sales promotion
Useful for markets where there are multiple languages and
dialects, and which have a unifying language
• Modular Campaigns


Provide a template that can be varied from market to market
Campaign centered around one theme; message is
customized for each market
Copyright Atomic Dog Publishing, 2002
Adaptation of International Consumer
Sales Promotion, continued
• Local Campaigns



Tailored to local needs
Retailer cooperation is of particular importance
Gain significant importance in markets not reached by other
media
Copyright Atomic Dog Publishing, 2002
Online Sales Promotion
• Pervasive mode of communication with prospective
consumers

Sweepstakes

Coupons

Promotional Pricing
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Legal and Ethical Issues
• Sales-promotion–related legislation differs from one
country to another

Certain campaigns may be illegal, such as:
- Buy one, get one free
- Sweepstakes based on pure chance

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Promotions may have to be printed in multiple languages
Number of responses may overwhelm the company and the
postal system
Copyright Atomic Dog Publishing, 2002
Future of International Consumer
Sales Promotion
Consumer sales promotion is emerging as an important
component not only of a company’s international
promotional strategy, but also of its international brand
strategy.
Copyright Atomic Dog Publishing, 2002
Trade Promotion
Trade shows and exhibitions offer potential buyers and
sellers a chance to meet face-to-face: They bring many
decision makers to a single location for a limited time,
enabling firms to get their message to a large number of
people at one time.
Copyright Atomic Dog Publishing, 2002
Trade Shows
• Account for one-fifth of the overall U.S. firms’
communication budgets
• Organized at set intervals (usually one year), and
tend to be specialized in one domain
• Neutral sales environment
• Bring together managers from different departments
in buyers’ organizations
• Governments ensure that national/local companies
are represented
Copyright Atomic Dog Publishing, 2002
Examples of International Trade
Shows
• Frankfurt Book Fair
• documenta
• Venice Biennale
• DRUPA
• Interkama
• World Fair
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Chapter Summary
• Provided an overview of international publicity and the
public relations activities that influence it
• Described approaches to consumer sales promotion
• Described approaches to international trade
promotion
Copyright Atomic Dog Publishing, 2002