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Lecture International marketing - Chapter 16: Integrated marketing communications and international advertising

After studying this chapter you will be able to understand: Local market characteristics that affect the advertising and promotion of products, the strengths and weaknesses of sales promotions and public relations in global marketing, when global advertising is most effective; when modified advertising is necessary,. | Integrated Marketing Communications and International Advertising Chapter 16 Learning Objectives LO1 Local market characteristics that affect the advertising and promotion of products LO2 The strengths and weaknesses of sales promotions and public relations in global marketing LO3 When global advertising is most effective; when modified advertising is necessary LO4 The communication process and advertising misfires LO5 The effects of a single European market on advertising LO6 The effect of limited media, excessive media, and government regulations on advertising and promotion budgets 2 Integrated Marketing Communications Once a market offering is developed to meet target market needs, intended customers must be informed of the offering Integrated marketing communications (IMC) comprises: advertising sales promotions personal selling direct selling, and public relations All these mutually reinforcing elements of the promotional mix have as their common objective the successful sale of a product or service 3 Sales Promotions in International Markets Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation Sales promotions are short-term efforts directed to the consumer or retailer to achieve such specific objectives as consumer-product trial or immediate purchase 4 Sales Promotions in International Markets Cents-off In-Store Demonstrations Samples Coupons Gifts Product Tie-Ins Contests Sweepstakes Sponsorship of Special Events, Point-Of-Purchase Displays 16-5 5 International Public Relations Creating good relationships with the popular press and other media to help companies communicate messages to their publics—customers, the general public, and governmental regulators—is the role of public relations (PR) International Public Relations The job consists of not only encouraging the press to cover positive stories about companies, but also of managing unfavorable rumors, stories, and | Integrated Marketing Communications and International Advertising Chapter 16 Learning Objectives LO1 Local market characteristics that affect the advertising and promotion of products LO2 The strengths and weaknesses of sales promotions and public relations in global marketing LO3 When global advertising is most effective; when modified advertising is necessary LO4 The communication process and advertising misfires LO5 The effects of a single European market on advertising LO6 The effect of limited media, excessive media, and government regulations on advertising and promotion budgets 2 Integrated Marketing Communications Once a market offering is developed to meet target market needs, intended customers must be informed of the offering Integrated marketing communications (IMC) comprises: advertising sales promotions personal selling direct selling, and public relations All these mutually reinforcing elements of the promotional mix have as their common objective the successful sale of